E-MARKETING PADA PT. PUJIASIH TEHNIKINDO (PJA)

Transkripsi

1 E-MARKETING PADA PT. PUJIASIH TEHNIKINDO (PJA) Stevie Christopher Guggitz Binus University, Jakarta, DKI Jakarta, Indonesia dan Fredi Binus University, Jakarta, DKI Jakarta, Indonesia Abstrak PJA adalah perusahaan yang bergerak dalam bidang jasa dalam teknik industri yang melayani pemesanan produk presspart untuk mobil truk serta pembubutan, pallet, conveyor, industri alat-alat berat, pembuatan jig dan lain-lain. Saat ini strategi pemasaran PJA hanya terbatas pada pengiriman company profile melalui , tatap muka atau pertemuan dan telepon. Metode-metode tersebut memiliki kekurangan. e-marketing akan sangat tepat diterapkan untuk mengatasi masalah dalam pemasaran yang dihadapi oleh PJA. Tujuan penelitian ini adalah untuk menganalisis proses pemasaran, permasalahan dan kebutuhan informasi dalam merancang strategi e-marketing dan aplikasi yang tepat untuk diterapkan di PJA untuk meningkatkan pemasaran dan pangsa pasar dari PJA. Metode penelitian pada PJA menggunakan metode 7 tahap E-Marketing yang terdiri dari menyusun peluang pasar, memformulasikan strategi pemasaran, mendesign pengalaman pelanggan, merancang hubungan antarmuka dengan pelanggan, mendesign program

2 pemasaran, mendapatkan infomasi pelanggan melalui teknologi, dan mengevaluasi program pemasaran. Dari penulisan ini dihasilkan situs web e-marketing yang memiliki fasilitas-fasilitas seperti media pemasaran online, penyediaan catalog contoh produk online, layanan komunikasi yang interaktif, serta sarana pelayanan pelanggan. Keyword : E-Marketing, Analisis, Website 1. Pendahuluan Akhir-akhir ini persaingan bisnis semakin ketat, perusahaan yang tidak mampu bersaing akan tersingkir perlahan-lahan, sedangkan perusahaan yang sudah besar, harus mampu mempertahankan posisinya agar tidak dijatuhkan oleh para perusahaan pesaing di bidangnya. Setiap pemilik bisnis akan melakukan apapaun untuk dapat bertahan dan mengungguli para pesaingnya. Ada banyak faktor yang harus dimiliki perusahaan untuk menjadi perusahaan yang sukses, salah satunya adalah internet. Perkembangan internet yang demikian pesat sudah banyak dikenal oleh banyak orang dan juga perusahaan yang berusaha mencari keuntungan dengan menggunakan kelebihan yang dimiliki internet dalam berbisnis. e-marketing adalah solusi bagi para perusahaan dalam memasarkan produk-produk yang mereka jual. Dengan adanya e-marketing maka perusahaan dapat dengan mudah memasarkan produk-produk yang mereka jual dan tidak lagi mengalami kesulitan untuk mendapatkan customer yang sebelumnya tidak dapat diraih. PT. Pujiasih Tehnikindo adalah sebuah perusahaan jasa yang bergerak pada bidang teknik industri dengan spesialisasi antara lain Industri press part otomotif, Pembubutan, Pallet,

3 Conveyor, industri alat-alat berat, pembuatan jig dan lain-lain. PT. Pujiasih Tehnikindo berencana untuk memperluas pangsa pasarnya dengan menarik customer baru untuk meningkatkan omset yang dirasakan belum maksimal. Sehubungan dengan masalah yang dialami oleh PT. Pujiasih Tehnikindo, maka diperlukanlah suatu aplikasi web untuk memasarkan produk-produk mereka secara lebih luas, yaitu dengan e-marketing. Dengan adanya e-marketing, PT. Pujiasih Tehnikindo berharap perusahaan mereka dapat menambah banyak customer baru dan meningkatkan volume penjualannya dan mampu bersaing dengan para pesaingnya yang sama-sama bergerak pada bidang teknik industri. Adapun rumusan masalah yang dibahas adalah: Strategi pemasaran apa yang bisa digunakan PT. Pujiasih Tehnikindo untuk meningkatkan volume penjualannya dan bagaimana untuk bisa memberikan informasi yang lebih mendetail kepada konsumen.. 2. Ruang Lingkup Dalam penulisan ini, ruang lingkup dibatasi sebagai berikut: a) Perancangan web akan lebih difokuskan terhadap penyampaian informasi seperti profil perusahaan, dan produk yang ditawarkan. b) Membahas mengenai hal-hal yang berkaitan dengan pemasaran produk PJA secara online. c) Cakupan produk berupa Industri press part otomotif, Pembubutan, Pallet, conveyor, industri alat2 berat, pembuatan jig dan lain-lain.

4 Metodologi pada PJA menggunakan metode 7 tahap E-Marketing menurut (Mohammed et al, 2003, p. 8) yaitu : Tahap I: Menyusun Peluang Pasar (Forming The Market Opportunity) Tahap II: Memformulasikan Strategi Pemasaran (Formulating The Marketing Strategy) Tahap III: Mendesign Pengalaman Pelanggan (Designing Customer Experience) Tahap IV: Merancang Hubungan Antar Muka dengan Pelanggan (Crafting Customer Interface) Tahap V: Mendesain Program Pemasaran (Designing The Marketing Program) Tahap VI: Mendapatkan Informasi Pelanggan Melalui Teknologi (Leveraging Customer information Through Technology) Tahap VII: Mengevaluasi Program Pemasaran (Evaluating The Marketing Program) 2.1. Pembahasan Pada bagian pembahasan ini akan dideskripsikan tiga tahap dari 7 tahap siklus E-Marketing yaitu: Tahap I: Framing The Market Opportunity (Menganalisis Peluang Pasar).

5 Tahap pertama ini menjelaskan apakah PJA memiliki peluang untuk menerapkan e-marketing atau tidak. Untuk menjelaskan peluang tersebut maka tahap pertama ini dibagi lagi kedalam enam tingkatan yang terdiri dari: Menyelidiki Peluang pada Sistem Nilai yang Ada atau yang Baru Mengidentifikasi kebutuhan pelanggan yang belum terpenuhi Menentukan Target Segmen Pelanggan Menilai Kebutuhan Sumber Daya Untuk Memberikan Penawaran Menilai Faktor Persaingan, Teknologi, dan Keuangan dari peluang Melakukan Penilaian Go/ No-Go Tahap II : Formulating The Marketing Strategy (Menyusun Strategi Pemasaran) Setelah dinyatakan go-onlie melalui evaluasi go/no go maka dapat di tentukan perubahan strategi pada saat offline menjadi online. 1) Strategi berjalan (offline) 2) Strategi online Segmentation Targeting Positioning Tahap III: Designing The Customer Experience (Merancang Pengalaman Pelanggan) Pada tahap ini menjelaskan tentang pengalaman para pelanggan yang mereka rasakan pada saat berkunjung ke website PJA. Pengalaman-pengalaman tersebut dapat diukur melalui: Functionality

6 Intimacy Evangelism 2.2. Hasil dari Pembahasan Pada bagian ini maka akan meneruskan 4 tahap dari 7 tahap siklus E- Marketing yang terdiri dari: Tahap IV: Crafting the Customer Interface (Merancang hubungan antar muka pelanggan) Perancangan website PJA menggunakan kerangka kerja 7C yang semuanya telah disesuaikan dalam perancangan website PJA. Context Content Community Customization Communication Connection Commerce Tahap V: Designing Marketing Program (Merancang Program Pemasaran) Pada tahap kelima menjelaskan tentang merancang program pemasran berdasarkan membangun hubungan dengan pelanggan mulai dari awareness sampai dissolution yang kemudian di susun kedalam market place mix o Building Customer Relationship

7 Awareness Exploration Commitment Dissolution o Market Place Mix Tahap VI: Leveraging Customer Information ( Mendapatkan Informasi Pelanggan Melalui Teknologi ) Pada tahap ini PJA dapat mengetahui informasi-informasi dari para pelanggannya melalui: Marketing Research Database Marketing Customer Relationship Management Tahap VII: Evaluating Marketing Program ( Mengevaluasi Program Pemasaran) Tahap terakhir dari 7 tahap siklus e-marketing ini bertujuan untuk mengevaluasi program pemasaran yang telah di bangun apakah sesuai dengan harapan atau tidak. Untuk mengukur keberhasilan program pemasaran tersebut maka dapat digunakan marketing metrics framework yang terdiri dari: o Customer Based Metrics o Financial Matrics Sales Revenue Marketing Spend

8 o Implementation Matrics 3. Kesimpulan Dari hasil pembahasan yang terdapat pada bab tiga dan empat, maka dapat di tarik kesimpulan sebagai berikut: PJA merupakan sebuah perusahaan jasa yang bergerak di bidang teknik industri dengan spesialisasi antara lain: Industri Press Part otomotif, Pembubutan, Pallet, conveyor, industri alat2 berat, pembuatan jig dan lain-lain. PJA sebelumnya pernah menerapkan sistem pemasaran dengan E-Marketing namun sistem tersebut tidak dilanjutkan. Strategi online yang cocok untuk PJA adalah No Change dimana tidak ada perubahan karakteristik dari segmentasi pasar yang ada dan juga tidak mengalami perubahan pada ukuran pasar perusahaan, serta Blanket Targeting pada targeting dan Posistioning karena target pasar yang dituju perusahaan tetap sama dengan target pasar saat offline tetapi segmennya dapat meluas. PJA dapat memahami dan merancang pengalaman customer yang perlu dilakukan untuk memenuhi peluang pasar melalui functionality, intimacy, dan evangelism. Perancangan hubungan antar muka customer pada PJA disesuaikan berdasarkan kerangka kerja 7C yang terdiri dari Context, Content, Community, Customization, Communication, Connection, Commerce. PJA dapat mendapatkan informasi tentang customer melalui marketing research, database marketing, customer relationship management.

9 Daftar Pustaka [1] Chaffey, Dave et al. (2000). Internet Marketing: Strategy, Implementation, and Practice. Pearson Education Limited, England. [2] Coupey, E. (2001). Marketing And The Internet Conceptual Foundation. Upper Saddle, New Jersey: Prentice Hall [3] Ebert, R. J., & Griffin, R. W. (2009). Business Essentials (7th Edition ed.). Upper Saddle, New Jersey [4] Haag, S., Cummings, M., McCubbrey, D. J (2005). Management Information Systems for The Information Age. New York, U SA: Mc Graw Hill [5] Kotler, Philip. (2005). Principles of Marketing An Asian Perpective. Prentice Hall, Singapura. [6] Kotler, Philip, Amstrong, Gary. (2005). Marketing : an Introduction. Prentice Hall, United States. [7] McLeod, Raymond.JR (2001) Management Information System. 8 th Edition. Prentice Hall, Inc, New Jersey, USA. [8] Mohammed, R., Fisher, R. J., Jaworski, B. J., dan Paddison, G. J. (2003).Internet Marketing: Building Advantage in a Networked Economy. United Stated of America: McGraw Hill. [9] Reedy, Joel, Schullo, Shauna, & Zimmerman, Kenneth. (2000). Electronic Marketing, Integrating Electronic Resources into the Marketing Process. The Dryden Press, Harcourt College Publishers, United States Of America. [10] Strauss, Judy & Frost, Raymond. (2001). E-Marketing 2 nd edition. Prentice Hall, United States. [11] Castagnetto, J., Rawat, H., Schumann, S., Scollo, C., & Veliath. (2001). Professional PHP Programming. Birmingham, UK : Wrox Press Ltd.

10 [12] Negrino, T., & Smith, D. (2005). Javascript For The World Web (4 th Edition ed.). Berkeley, California: Peachpit Press. [13] Welling, L., & Thomson, L. (2001). PHP and MySQL Web Development.Indiana, U SA: SAM S. [14] Strauss, J., El-Ansary, A., dan Frost, R. (2003). E-Marketing International Edition (3 rd Edition ed.). Upper Saddle River, New Jersey: Pearson Prentice Hall. [15] Stokes, R., & Blakes, S. (2008) emarketing: The Essential Guide To Online Marketing. Quirk emarketing

11 E-MARKETING ON PT. PUJIASIH TEHNIKINDO (PJA) Stevie Christopher Guggitz Binus University, Jakarta, DKI Jakarta, Indonesia dan Fredi Binus University, Jakarta, DKI Jakarta, Indonesia Abstract PJA is a company that specializes at engineering services in the industry which serves ordering presspart products for cars and trucks turning, pallet, conveyor, industrial tools, manufacture of jigs and others. PJA current marketing strategy is only limited to the delivery company profile via , or face to face meetings and telephone. These methods have drawbacks. E-marketing will be very appropriate to be applied to solve marketing problems faced by PJA. The purpose of this research was to analyze the marketing process, issues and information needs in designing e-marketing strategies and applications that are appropriate to be applied in the PJA to improve marketing and market share of PJA. Methods of research on PJA is using the 7-stage E-Marketing which comprised of forming the market opportunities, formulating the marketing strategies, designing customer experience, crafting customer interface, designing the marketing program, leveraging customers information through technology, and evaluate the

12 marketing program. Of this paper generated e-marketing web sites which have features such as online marketing media, providing online catalog samples product, services, interactive communications, and customer service facilities. Keyword : E-Marketing, Analisis, Website 1. Introduction Lately, business competition becomes more intense, companies which are not be able to compete will be eliminated gradually, while companies that reputable, must be able to maintain its position so as not imposed by the company's competitors. Every business owner will do anything in order to survive and outperform its competitors. There are many factors that must be owned by the company to become a successful company, one of which is the internet. Such rapid development of Internet has been widely known by many people and companies who seek profits by using the advantages of internet in business. E-marketing is the solution for the company in marketing the products they sell. With the e-marketing, the company can easily market products they sell and no longer have trouble finding customers who previously could not be achieved. PT. Pujiasih Tehnikindo is a service company which operates in the field of industrial engineering with a specialization such as the automotive press parts industry, turning, Pallet, Conveyor, heavy equipment industry, the manufacture of jigs and others. PT. Pujiasih Tehnikindo plans to expand its market share by attracting new customers to increase turnover which perceived have not been maximized.

13 In connection with the problems experienced by PT. Pujiasih Tehnikindo, then a web application is required to market their products more broadly by e-marketing. With the e- marketing, PT. Pujiasih Tehnikindo hope their company can add many new customers and increase sales volume and compete with its competitors who are equally engaged in the field of industrial engineering. The formulation of the problems discussed are: What kind of marketing strategies that can be used by PT. Pujiasih Tehnikindo to increase its sales volume and how to provide more detailed information to consumers. 2. Scope In this thesis, the scope is limited as follows: a. The design of the web will be more focused on delivering information such as company profile and offered products. b. Discussing on matters relating to marketing products of PJA by online. c. Products coverage are press part products of the automotive industry, turning, Pallet, conveyor, heavy equipment industry, manufacture of jigs and others. M ethodology in PJA is using the 7-stage of E-M arketing by (M ohammed et al, 2003, p.8) which is : Stage I: Forming The Market Opportunity Stage II: Formulating The Marketing Strategy Stage III: Designing Customer Experience

14 Stage IV: Crafting Customer Interface Stage V: Designing The Marketing Program Stage VI: Leveraging Customer information Through Technology Stage VII: Evaluating The Marketing Program 2.1. Discussion In part this discussion will be described three stages of the cycle stage 7 E- Marketing which are: Stage I: Framing the Market Opportunity (Analyzing Market Opportunities). The first stage is to explain whether the PJA have the opportunity to implement e- marketing or not. To clarify these opportunities then the first stage is further divided into six levels consisting of: Investigate opportunities to the value of the Existing System or the New System Identify unmet customer needs Determine the Target Customer Segments Assess Resource Needs To Provide Offer Assess the Competition Factors, Technology, and Finance of the opportunities Conduct Assessment Go / No-Go Stage II: Formulating The Marketing Strategy (Developing Marketing Strategies) Having declared the go-online through evaluation of go / no go then it can determined a change in strategy from offline to online. 1) Offline Strategy

15 2) Online Strategy Segmentation Targeting Positioning Stage III: Designing the Customer Experience (Customer Experience Design) At this stage describes the experience customers feel when they visit the PJA website. These experiences can be measured through: Functionality Intimacy Evangelism 2.2. Result of Discussion In this section it will be continued the four stages of the cycle stage 7 E- Marketing which is comprised of: Stage IV: Crafting the Customer Interface (Design customer relationship interface) Design of PJA website using the 7C framework that have been adjusted in the design of PJA website. Context Content Community Customization Communication Connection

16 Commerce Stage V: Designing M arketing Program (Program Design M arketing) In the fifth stage describes the design of marketing programs based on building relationships with customers ranging from awareness until dissolution is then compiled into the market place in the mix Customer Relationship Building Awareness Exploration Commitment Dissolution Market Place Mix Stage VI: Leveraging Customer Information (Obtain Customer Information Through Technology) At this stage PJA can find the information of its customers through: Marketing Research Database Marketing Customer Relationship Management Stage VII: Evaluating Marketing Programs (Evaluating the Marketing Program) The last stage of the 7 stages of e-marketing cycle aims to evaluate the marketing program that has been built is in line with expectations or not. To measure the success of

17 the marketing program is then able to use marketing metrics framework consisting of: Customer Based Metrics Financial Matrics Sales Revenue Marketing Spend Implementation Matrics 3. Conclusion From the discussion on chapter three and four, it can be pulled conclusion as follows: PJA is a service companies moving in the technology industry with specialties such as: automotive Press Part Industry, Turning, Pallet, conveyors, heavy equipment industry, manufacturing and other jigs. Previously PJA has already adopted a marketing system with E-Marketing, but the system was not extended. Online strategy that suitable for the PJA is No Change which there was no change in the characteristics of the existing market segmentation and also no change in size of the enterprise market, and Blanket Targeting in targeting and Positioning because the intended audience is the same company with the target market at offline but the segment can be extensive. PJA can be able to understand and plan customer experience that needs to be done to meet market opportunities through functionality, intimacy, and evangelism.

18 Designing customer relations interface at PJA is adjusted based on a 7C framework consisting of Context, Content, Community, Customization, Communication, Connection, Commerce. PJA can get information about the customer through marketing research, database marketing, customer relationship management.

19 References [1] Chaffey, Dave et al. (2000). Internet Marketing: Strategy, Implementation, and Practice. Pearson Education Limited, England. [2] Coupey, E. (2001). Marketing And The Internet Conceptual Foundation. Upper Saddle, New Jersey: Prentice Hall [3] Ebert, R. J., & Griffin, R. W. (2009). Business Essentials (7th Edition ed.). Upper Saddle, New Jersey [4] Haag, S., Cummings, M., McCubbrey, D. J (2005). Management Information Systems for The Information Age. New York, U SA: Mc Graw Hill [5] Kotler, Philip. (2005). Principles of Marketing An Asian Perpective. Prentice Hall, Singapura. [6] Kotler, Philip, Amstrong, Gary. (2005). Marketing : an Introduction. Prentice Hall, United States. [7] McLeod, Raymond.JR (2001) Management Information System. 8 th Edition. Prentice Hall, Inc, New Jersey, USA. [8] Mohammed, R., Fisher, R. J., Jaworski, B. J., dan Paddison, G. J. (2003).Internet Marketing: Building Advantage in a Networked Economy. United Stated of America: McGraw Hill. [9] Reedy, Joel, Schullo, Shauna, & Zimmerman, Kenneth. (2000). Electronic Marketing, Integrating Electronic Resources into the Marketing Process. The Dryden Press, Harcourt College Publishers, United States Of America. [10] Strauss, Judy & Frost, Raymond. (2001). E-Marketing 2 nd edition. Prentice Hall, United States. [11] Castagnetto, J., Rawat, H., Schumann, S., Scollo, C., & Veliath. (2001). Professional PHP Programming. Birmingham, UK : Wrox Press Ltd.

20 [12] Negrino, T., & Smith, D. (2005). Javascript For The World Web (4 th Edition ed.). Berkeley, California: Peachpit Press. [13] Welling, L., & Thomson, L. (2001). PHP and MySQL Web Development.Indiana, U SA: SAM S. [14] Strauss, J., El-Ansary, A., dan Frost, R. (2003). E-Marketing International Edition (3 rd Edition ed.). Upper Saddle River, New Jersey: Pearson Prentice Hall. [15] Stokes, R., & Blakes, S. (2008) emarketing: The Essential Guide To Online Marketing. Quirk emarketing