Analisis Strategi dan Taktik Pemasaran dalam Aktivitas E-Commerce untuk Meningkatkan Pertumbuhan PT Golden Rama Express
Keywords:growth, marketing strategy, marketing tactics, e-commerce
Opportunities for tour & travel industry in Indonesia is increasing, thus attracting a lot of players to compete. PT Golden Rama Express as an industry leader in the tour industry wants to continue to grow the business. The development of information technology led to changes in consumer behavior, encouraging Golden Rama to take advantage of gaps that occur to become a leader in e-commerce activities. The purpose of this project consulting is to devise marketing strategies and tactics in order to improve the effectiveness of e-commerce activity for the Golden Rama. This study used questionnaire, interview, and literature study as a means to collect the data. Then the results of the data analysis of both quantitative and qualitative were used to plan growth based on the concept of Matrix Nine. The results of this study revealed that the existing customers of PT Golden Rama Express which can be expanded to the e-commerce market are upper middle families who have often gone abroad. Wife has significant role in filtering and selecting information and its potential customers are families who are beginners in terms of holidaying abroad are active in the virtual world with the characteristics as early adopters. This study is expected to be input to the PT Golden Rama Express in determining marketing strategies are needed in the market work is done by integrating the activities of online, offline, and mobile, based on the concept communitization, confirmation, and the clarification, which is equipped with the concept of Crossing the Chasm. Then the marketing tactics is based on the concept of communal activation and conversation, improve Web site content, as well as applying the principle of contextual marketing.
Botha J. & Bothma, C. (2008). Managing E-Commerce in Business. 2nd Edition. Cape Town: Juta.
Cavallini, R. (2009). Omnipresent Communication: Where We Came From and Where We Are Going. First Edition. Sao Paulo: Fina Flor Publishing House.
Eisingerich, A. B. & Kretschmer, T. (2008). In e-commerce, more is more. Harvard Business Review, 20–23.
Freedman, M. & Tregoe, B. B. (2004). The Art and Discipline of Strategic Leadership: Pemikiran Strategis untuk Merealisasikan Visi Organisasi. Jakarta: Gramedia.
Kartajaya, H.. (2009). New Wave Marketing. Jakarta: Gramedia Pustaka Utama.
Kartajaya, H. & Darwin, W. (2010). Connect!. Jakarta: Gramedia Pustaka Utama.
Kim, H. & Fesenmaier, D. R. (2008). Persuasive design of destination web sites: an analysis of first impression. Journal of Travel Research, 47(1), 3–13.
Lee, Thae Min. (2005). The impact of perceptions of interactivity on customer trust and transaction intentions in mobile commerce. Journal of Electronic Commerce Research, 6(3), 165–180.
Luo, X. & Seyedian, M. (2003/2004). Contextual marketing and customer-orientation strategy for e-commerce: An empirical analysis. International Journal of Electronic Commerce, 8(2), 95–118.
Moore, G. A. (2002). Crossing The Chasm: Marketing and Selling High-Tech Product to Mainstream Customers. New York: Harper Collins.
Seybold, P. & Marshak, R. T. (1998). Customers.com Classic: How to Create A Profitable Business Strategy for The Internet and Beyond. Boston: Customers.com Press.
Wang, Y. & Fesenmaier, D. R. (2003). Understanding the motivation of contribution in online communities: An empirical investigation of an online travel community. Electronic Markets, 13(1), 33–45.
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)