Web-Based Implementation of E-Marketing to Support Product Marketing of Chemical Manufacturing Company

Authors

  • Riswan Efendi Tarigan Bina Nusantara University
  • Kartika Sari Dewi Universitas Pelita Harapan Lippo Village

DOI:

https://doi.org/10.21512/commit.v9i2.1650

Keywords:

e-business, e-marketing, website

Abstract

Currently, many company’s marketing strategies are limited only to face-to-face communication, telephone, facsimile, company portfolio, and product brochures. However, those marketing strategies are well- known to have limited impacts. Therefore, the presence of e-marketing as one of the marketing strategies would be appropriate to cover the weaknesses and to solve a number of the marketing problems. The purpose of this study is to discuss matters related to marketing, such    as, proposing a marketing plan using website, expanding marketing segment, and introducing existing  products for a chemical manufacturing company. The adopted research method is a descriptive method where the study is directly performed on the research object to acquire necessary data. The collected data are further analyzed using the Porter’s Five Force and SWOT analysis. Fi- nally, the work provides a number of recommendations for implementing e-marketing strategies to support the company business.

Dimensions

Plum Analytics

Author Biographies

Riswan Efendi Tarigan, Bina Nusantara University

Master Information Technology, Graduate Program

Kartika Sari Dewi, Universitas Pelita Harapan Lippo Village

Program Studi Sistem Informasi, Fakultas Ilmu Komputer

References

K. Kalyanam and S. McIntyre, “The e-marketing mix: a contribution of the e-tailing wars,” Journal of the academy of marketing science, vol. 30, no. 4, pp. 487–499, 2002.

S. Baloglu and Y. A. Pekcan, “The website design and internet site marketing practices of upscale and luxury hotels in turkey,” Tourism Manage- ment, vol. 27, no. 1, pp. 171–176, 2006.

N. Michaelidou, N. T. Siamagka, and

G. Christodoulides, “Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium b2b brands,” Industrial Marketing Management, vol. 40, no. 7, pp. 1153–1159, 2011.

D. Anastasi, Mengenal e-business. Yogyakarta, Indonesia: Andi Offset, 2001.

D. G. Taylor and D. Strutton, “Has e-marketing come of age? modeling historical influences on post-adoption era internet consumer behaviors,” Journal of business research, vol. 63, no. 9, pp. 950–956, 2010.

R. Varadarajan and M. S. Yadav, “Marketing strategy in an internet-enabled environment: a retrospective on the first ten years of jim and a prospective on the next ten years,” Journal of Interactive Marketing, vol. 23, no. 1, pp. 11–22, 2009.

S. Krishnamurthy, “Introducing e-markplan: A practical methodology to plan e-marketing activ- ities,” Business Horizons, vol. 49, no. 1, pp. 51–60, 2006.

K. J. Trainor, A. Rapp, L. S. Beitelspacher, and

N. Schillewaert, “Integrating information tech- nology and marketing: An examination of the drivers and outcomes of e-marketing capability,” Industrial Marketing Management, vol. 40, no. 1, pp. 162–174, 2011.

S. Atler, Information System: Foundation of E- Business. Prentice Hall, 2002.

C. Stoole. (2015) E-business: Just what is it? Downloaded on March 2015. [Online]. Available: http://ebusiness.about.com/industry

P. R. Smith and D. Chaffey, E-Marketing excel- lence: At the heart of E-Business. Oxford, UK: Butterworth Heinemann, 2005.

I. Clarke and T. B. Flaherty, Advances In Elec- tronic Marketing. Hershey, PA: Idea Group Inc (IGI), 2005.

P. Kotler and G. Armstrong, Marketing: An In- troduction. London: Prentice Hall, 2004.

J. Burrow and B. Kleindl, E-Commerce Market- ing. Ohio, US: Thomson, 2005.

D. Saladin, Manajemen Pemasaran. Bandung, Indonesia: Linda Karya, 2006.

R. Turban, R. K. Rainer, and R. E. Potter, Introduction to Information technology. John Wiley & Sons, 2004.

F. Rangkuti, Analisis SWOT Teknik Membedah Kasus Bisnis. Jakarta, Indonesia: Gramedia, 2006.

A. Hartanto, “Analisis dan perancangan e- marketing pada sumber cellular,” Bachelor The- sis, School of business and management, Bina Nusantara University, 2012.

E. Ongko, “Penerapan model strategi pemasaran berbasis web pada cellular88,” Bachelor Thesis, STMIK IBBI, 2011.

Downloads

Published

2015-10-31
Abstract 1102  .
PDF downloaded 742  .