Proposed Marketing Strategy for Business-to-Business (Case Study: Kijang)
(1) Master of Business and Administration, Bandung Institute of Technology
(2) Master of Business and Administration, Bandung Institute of Technology
Abstract
In 2020 the clothing industry experienced a contraction due to the COVID-19 pandemic, which reduced people's purchasing power and economic activity. The pandemic has caused a shift in business transactions from offline to online, impacting consumers and business players. As a clothing producer, Kijang needs help marketing its products. The pandemic is challenging for B2B firms to adapt to the new situation. New strategies need to be formed coupled with more complex consumer behavior. Consumer analysis was conducted by conducting interviews with several wholesalers regarding the needs and wants in finding suppliers in the digital era to become the basis for designing new marketing strategies. The results showed that respondents still prioritized direct supplier searches. However, they have started looking for online suppliers as an alternative. The researcher summarizes the needs of respondents as follows having access to check product materials directly through online purchases, obtaining price information for comparison purposes, guarantees to receive good products, obtaining information about products to be sent, and general supplier information.
Keywords
Full Text:
PDFReferences
Arifen, S. R., Purwanty,, V. D., Suci, D. A., Agustiawan, R. H., & Sudrajat, A. R. (2019). Analisis Strategi Pemasaran untuk Meningkatkan Daya Saing UMKM. Konferensi Nasional Ilmu Administrasi, 3(1), 1-7.
Basyah, N. A., & Zulfadhli, A. R. (2020). Metode Kualitatif Dalam Riset Bisnis : Satu Tinjauan. Economica Didactica, 2(1), 15-24.
Chaffey, D., & Chadwick, F. (2019). Digital Marketing: Strategy, Implementation, and Practice. London: Pearson.
Hoenkamp, R., Huitema , G. B., & De Moor-van Vugt, A. J. (2011). The Neglected Consumer: The Case of the Smart Meter Rollout in the Netherlands. Renewable Energy Law and Policy Review, 2(4), 269-282.
Isnaini, P. L. (2021). Analisis Dampak Covid-19 Terhadap Pendapatan Butik Indah Jaya Ganting Wetan. Keadaban: Jurnal Sosial & Humaniora, 2(2).
Kementrian Perindustrian Indonesia. (2021). Mendorong Kinerja Industri Tekstil dan Produk Tekstil di Tengah Pandemi 2021. Jakarta: Kementrian Perindustrian Indonesia.
Kemp, E. A., Borders, A. L., Anaza, N. A., & Johnston, W. J. (2018). The Heart in Organizational Buying: Marketers’ Understanding of Emotions and Decision-Making of Buyers. Journal of Business & Industrial Marketing.
Koch, T., & Windsperger, J. (2017). Seeing Through The Network: Competitive Advantage In The Digital Economy. Journal of Organization Design volume, 6(1), 1-30.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing. Boston: Pearson.
Lacoste, S. (2016). Perspectives on Social Media and Its Use By Key Account Managers. Industrial Marketing Management, pp. 54, 33–43.
Lucie, P. (2017). Marketing Communications on B2B Markets. Conference Proceedings of 13th Annual International Bata Conference for Ph. D. Students and Young Researchers. 26, pp. 6–20. Czech Republic: Tomas Bata University in Zlín.
Maharani, D., Helmiah, F., & Rahmadani, N. (2021, May). Penyuluhan Manfaat Menggunakan Internet dan Website Pada Masa Pandemi Covid-19. Abdiformatika: Jurnal Pengabdian Masyarakat Informatika, 1(1), 1-7.
Nursatyo, N., & Rosliani, D. (2018). Strategi Komunikasi Pemasaran Digital Situs Pembanding Harga Telunjuk. com. Expose: Jurnal Ilmu Komunikasi, 1(2), 46-67.
Rahmanda, V., & Aslami, N. (2022). Analisis Kebutuhan Perubahan Pada Home Industri Di Masa Covid 19 (Studi Kasus Vivana Konveksi Medan). Jurnal Manajemen Akuntansi (JUMSI), 2(3), 478-483.
Rėklaitis, K., & Pilelienė, L. (2019). Principle Differences Between B2B and B2C Marketing Communication Processes. Organizacijø Vadyba: Sisteminiai Tyrimai, 81, 73-86.
Rose, S., Fandel, D., Saraeva, A., & Dibley, A. (2021). Sharing Is the Name Of The Game: Exploring the Role of Social Media Communication Practices on B2B Customer Relationships in the Life Sciences Industry. Industrial Marketing Management, 93, 52–62.
Rosenbloom, B. (2013). Marketing Channel: A Management View. Ohio: Cengage Learning.
Rosita, R. (2020). Pengaruh Pandemi Covid-19 Terhadap Umkm Di Indonesia. Jurnal Lentera Bisnis, 9(2), 109-120.
Sara, F., Gabrielsson, M., & Pullins, E. B. (2021). The Integrated Use of Social Media, Digital, and Traditional Communication Tools In the B2B Sales Process of International Smes. International Business Review, 30(4), 101776.
Sekaran, U., & Bougie, R. (2020). Research Methods for Business: A Skill Building Approach 8th Edition. Hoboken: Wiley.
Sudaryono, Rahwanto, E., & Komala Ratna. (2020). E-Commerce Dorong Perekonomian Indonesia, Selama Pandemi Covid 19 Sebagai Entrepreneur Modern dan Pengaruhnya Terhadap Bisnis Offline. Jurnal Manajemen dan Bisnis, 2(2), 111-124.
Sukarno, P. A. (2021, April). Ekonomi & Bisnis : Trade. Retrieved March 2022, from Ekonomi Bisnis Web Site: https://ekonomi.bisnis.com/read/20210429/12/1388059/ada-pandemi-jumlah-transaksi-dan-pelaku-umkm-di-e-commerce-melesat
Sulistyani, S., Pratama, A., & Setiyanto, S. (2020). Analisis Strategi Pemasaran Dalam Upaya Peningkatan Daya Saing Umkm. Jurnal Pemasaran Kompetitif, 3(2), 31-39.
Swani, K., Brown, B. P., & Mudambi, S. M. (2020). The Untapped Potential of B2B Advertising: A Literature Review and Future Agenda. Industrial Marketing Management, 89, 581-593.
Woo, H., Kim, J. S., & Wang, H. (2021). Understanding the Role of Service Innovation Behavior on Business Customer Performance And Loyalty. Industrial Marketing Management (93), 41-51.
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution 4.0 International License.