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Marketing Plan Rental Laptop

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MARKETING MANAGEMENT

MARKETING PLAN
RENTAL LAPTOP GSS

29319066 Dany Akbar

Master of Business Administration Program


School of Business and Management
Institut Teknologi Bandung
2019
Table of Contents

1 CHAPTER I INTRODUCTION ........................................................................ 4

1.1 Products .......................................................................................................... 4

1.2 Location........................................................................................................... 5

1.3 Supplier ........................................................................................................... 5

1.4 Vision .............................................................................................................. 6

1.5 Mission............................................................................................................ 6

2 CHAPTER 2 MARKET ANALYSIS .................................................................. 7

2.1 Market Environment Analysis .......................................................................... 7


2.1.1 PESTEL ........................................................................................................................... 7
2.1.2 Porter Five Forces ......................................................................................................... 8

2.2 Customer ......................................................................................................... 8


2.2.1 Profile ............................................................................................................................ 8
2.2.2 Needs and Wants .......................................................................................................... 9
2.2.3 Activity, Interest, and Opinion ...................................................................................... 9

2.3 SWOT .............................................................................................................. 9


2.3.1 Strength......................................................................................................................... 9
2.3.2 Weakness ...................................................................................................................... 9
2.3.3 Opportunity................................................................................................................... 9
2.3.4 Threat ............................................................................................................................ 9

2.4 Competitive Analysis........................................................................................ 9

3 CHAPTER 3 OBJECTIVES ............................................................................11

3.1 Business Objectives........................................................................................ 11

3.2 Marketing Objectives ..................................................................................... 11

4 CHAPTER 4 STRATEGY ...............................................................................12

4.1 Segmenting and Targeting .............................................................................. 12

4.2 Positioning .................................................................................................... 12


5 CHAPTER 5 TACTICS & PROGRAMS ............................................................13

5.1 Branding ........................................................................................................ 13

5.2 Product.......................................................................................................... 13

5.3 Price .............................................................................................................. 13

5.4 Integrated Marketing Communication ............................................................ 13

5.5 Distribution ................................................................................................... 13

5.6 People ........................................................................................................... 13

5.7 Physical Evidence ........................................................................................... 13

5.8 Process .......................................................................................................... 13

6 CHAPTER 6 IMPLEMENTATION SCHEDULE .................................................14


List of Figures

Figure 1. Fatih Indonesia Business Model Canvas Error! Bookmark not defined.
Figure 2. Fisbbone diagram for Fatih Indonesia problem Error! Bookmark not
defined.
Figure 3 SECI Framework for Fatih Indonesia Error! Bookmark not defined.

List of Tables

Table 3.1 KM Framework for Fatih Indonesia Error! Bookmark not


defined.
Table 4.1 Implementation Plan for Fatih Indonesia Error! Bookmark
not defined.
1 CHAPTER I
INTRODUCTION
PT. Global Smart Solusindo (GSS) was established in 2008, a company that is
general trading company which focus in the Business Information Technology.
Supported by professional and exprerienced human resources in their field and with
high commitment and effort of each resources, PT Global Smart Solusindo (GSS)
optimistic can cantribute and gives the best solution in the Information Technology. Of
course, by providing the best service and maximum quality. Along with the
development of the world of Information Technology, GSS will continue to be. We
may not be the first, but we will provide the best service for you (We're not the first but
we'll give the best service).

1.1 Products
PT. Global Smart Solusindo was founded in 2008 and engaged to provide IT
Hardware, Software, Spare part and Services. GSS has five main products as below
1. Hardware
GSS can supply Hardware ( PC, Notebook, Printer, Ploter, Scanner, Server, and
others).
2. Software
GSS can supply Software for Operating System, Office applications, Database
Applications, Utilities, Anti Virus, Security and Software Development.
3. Spare Part
GSS can supply spare parts to replace and upgrade unit PC, Notebook , Printer,
Ploter and Server
4. Services
GSS as Authorized Service Centre Lenovo and Authorized Service Centre Brother.
GSS has three devision in the services:
a. Service Centre
 We receive, checking and repairing ( break fix ) PC, Monitor, Notebook,
Printer, Plotter, Scanner and Server.
 Customer bring their damaged units to our Service Centre
 We provide to pickup and delivery for repair units by Customer request
b. Onsite Service
 Onsite Services means Checking and Repairing the units at customer’s
Premises.
 Customers does not need to carry their damaged units to Service
Centre.
 Our engineers will visit customer to break fix the hardware and software
problems.
c. Maintenance Contract Service
 To make sure the availability of Computers and its peripherals in
Customer premises,
 GSS provides Maintenance Contract Services for unit PC, Server, Printer,
Notebook, etc.
 Customized of SLA based on Customer needs (7x24, 5x12, 5x9, Labour
Only, Spare part, Backup Units, Same day Service, Next Business Day
Service, Preventive Maintenance)
5. Rental laptop
GSS provide option for company to rent laptop based on requested speciafication
needed. For many

1.2 Location
GSS is located on Jatiwaringin, Jakarta Timur. The location is strategyc because
near exit toll Jatiwarinin and located at main road Jatiwaringin street. Ease to find, can
be search at Google Maps.

1.3 Supplier
There are many suppliers option of supllier to choose where GSS purchase
laptop. To purchase laptop supplier is generally divided to two, principal and store in
mangga dua. These are the main supplier that mainly needed:
Materials Supplier Location Platform
Glue stick Sazanami Tapes Tangerang Tokopedia
Aneka Benang Bandung Shopee
Acrylic felt
Tokokainflanel Jakarta Timur Whatsapp
Polyester felt Hanalupicraft Blitar Shopee
Flower stem Beautyhandycraft Bandung Shopee
Flower fragrance Floristroom Jakarta Selatan Shopee
Floristroom Jakarta Selatan Shopee
Happy Time Jakarta Barat Shopee
Paper wrap
Homecraftncard Surakarta Shopee
Anekakertastissue Tangerang Shopee
Wood disc Grosirtasmalang Malang Tokopedia
Wood frame Multiframe Tangerang Whatsapp
Artpapier Jakarta Selatan Whatsapp
Flower box
Floristroom Jakarta Selatan Shopee
Teddy bear Sansa_giftshop Bekasi Shopee
LED Aofeng.id China Shopee
Sateen ribbon Fleurdecarisier Jakarta Barat Shopee
Jewelry box Vickytanuraja Jakarta Timur Tokopedia

1.4 Vision
GSS’s Vision is to become a leading IT solution, offering services on an national
scale with leveraged knowledge and experience.

1.5 Mission
1. Make improvement in varieties of products
2. Make good campaign for better products marketing
3. Maintain the quality of the materials
4. Build the relationship with loyal customer by giving them promotion, or gifts.
5. Make promotion in any possibility’s special moment (Graduation, Mother’s
day, and other special day)
2 CHAPTER 2
MARKET ANALYSIS

2.1 Market Environment Analysis


This part, there are two main tools to analyze market environment industry.
PESTEL analysis is to analyze global environment that affect to company either
become opportunity or threat. Porter five forces, to analyze industry environment
whether this industry is attractive or unattractive.

2.1.1 PESTEL
PESTEL is tool to analyze external factor in industry. To analyze external factor
must consideration to political, economy, social culture, technology, enviroment, and
legal that give effect to industry. Economy, social culture, and technology give effect to
rent laptop industry, as described below
 Political
 Economy
o Laptop depreciation rate is about 3-5 years. The problem is laptop used in
short project. Other problem is when employee resigned. The laptop is not
used and useless. To avoid depreciation case, solution to company is doing
rental laptop
o Improve productivity. If employee’s laptop has problem and must service
for long time, it can delay the task. If they rental laptop, it should be
responsible to rent laptop vendor to change it with back up unit.
 Social Culture
o Trend tend to use laptop than PC. The reason why company use PC is cheaper
and high performa. Nowaday laptop has become higher performa with
cheaper price. When use laptop emplo
o Trend tend to rent laptop than purchase
o Company doesn’t like to maintain own asset
 Technology
o Rapid improvement specification of laptop. Specification of laptop ,i.g.
gpntium and OS, is rapidly improve. It is effect to demand of user which is to
use newest specification. GSS should have avaibality the newest product.
o Tablet is more common to change usefulness of laptop, even new tablet can
be add with external keyboard. The function is more similar with laptop, and
give more efficience.
o Cloud database. In now era, people dont must save their data in laptop. They
can save it in cloud and open in their smartphone, tablet, etc.
 Environment
 Legal

2.1.2 Porter Five Forces

 Substitute of Product (medium): Companies have option to purchasing


laptop. But some companies prefer to rent laptops. companies which are
prefer to purchase own laptop is usually high usability of laptop and .
 Threat of New Entrants (low): not all companies have funding to buy
laptop in large scale.
 Buyer Power (high): buyers have choice to purchase or rental laptop. If
they choose rental laptop, there are many vendor rental laptop too
 Supplier Power (low): there are many alternatives for supplier but need to
be curated as well due to their value added. But supplier has high
switching cost because mostly had agreement with the supplier.
 Rivalry (low): new business model in this field made the rivalry still low.
Few numbers of competitors.

2.2 Customer
We conduct netnography to get insight from existing customer in their personal
social media and mina ceria’s social media comments section about profiling, needs,
wants, and AIO.

2.2.1 Profile
Based on existing customer, overall, customer profile divided into two main
different behaviors:
 Middle up company
 Has more than 200 laptop/computer
 National coverage
2.2.2 Needs and Wants
Need to fulfill laptop as OPEC than own aset and high avaibility of laptop
Want to zero defect operation

2.2.3 Activity, Interest, and Opinion

 Project
 Accidentil event (i.g. training)
 Working with laptop
 Credit payment
 Dislike to residue asset
 Certainty of support
 Certainty of budget
 Whatsapp and email communication
 Low risk taker

2.3 SWOT

2.3.1 Strength

 Fast respones
 Provide i5 and i7
 24 hours contact centre
 Cover all Indonesia

2.3.2 Weakness

 ?

2.3.3 Opportunity

 Belum ada/sedikit pemain rental laptop yang fast respones


 Belum ada pemain rental laptop ada yg 24 hours contact centre

2.3.4 Threat

 New entrant

2.4 Competitive Analysis


GSS MII Media Rent
Product National coverage and National coverage and Local and shortterm
flexible periode longterm agreement (min agreement (daily)
2 years)
Price Min Rp600.000 Min Rp800.000 Min Rp600.000
Place Tender and website Tender Website
Promotion Website, email, and Email and direct Website
direct promotion promotion
Process Web system transaction Manual transaction Web system
and manual transaction (guided by CS) transaction
(guided by CS)
Physical Office located in Office with babarafi group Office located in
Evidence Subang. Farm in Subang in South Jakarta. South Jakarta.
and Indramayu
People Marketing team has Marketing team has a CS chat and talk in
good appearance, good good appearance, good manners.
communication skill but communication skill, and
talk in relax way when experienced.
directly meet the
customer. Besides, CS
are directed to talk in
smiling voice and chat
as formal as bank to
reduce chance of
miscommunication.
3 CHAPTER 3
OBJECTIVES

3.1 Business Objectives

Business objectives for Mina Ceria is based on the land that reformed from
unproductive land to shrimp farm and improvement in products and business model.
Until now, mina ceria has been operating twenty hectares land in north coast of java
with approximately 320 tons productivity per year. In general, the business objective is
to expand seven hectares per year. Besides, in short term there is milestone to be
completed until end of 2021 which is create new product and business model that
support main business model. By 2021, the milestones are created water quality and
shrimp laboratory to support farming and start developing research and preparation for
shrimp hatchery.
In long term objective which until 2024 the milestone is to create and establish
shrimp hatchery.

3.2 Marketing Objectives


Marketing objective based in absorption of capital from investor and operate it
become shrimp farm in main business model. In the development of business model.
Sales will be roughly calculated to achieve business objectives. In general, the
marketing objective for main business model is gain approximately Rp 4.2 billion per
year. Besides, for new product water quality and shrimp lab. We roughly estimate
targeting 900 samples per month to be analyze. For hatchery, will be calculated by end
of 2021.
4 CHAPTER 4
STRATEGY

4.1 Segmenting and Targeting


Table below shows the segmentation of customer divided into four categories.
The bold with * are GSS’s targeted customer
Demographic Geographic Psychographic Behavior
Company* Jakarta* Religious travelling* Risk taker*
Personal Bogor* Travelling* Risk avoider
Project* Tangerang* Nature tourism ROI oriented
Depok* Family gathering* Short term investment*
> 40 yo* Bekasi* Eating together* Long term investment*
First Urban Financially educated*
Businessman* Using Facebook*
Young executive* Using Instagram*
Top executive* Using twitter
Retiree* Using WhatsApp
Single* Love music
Newlywed Running
Married* Communicate in Bahasa*
Communicate in English*

4.2 Positioning
“Real sector investment solution which are transparent, simple, and safe”
5 CHAPTER 5
TACTICS & PROGRAMS

5.1 Branding

5.2 Product

5.3 Price

5.4 Integrated Marketing Communication

5.5 Distribution

5.6 People

5.7 Physical Evidence

5.8 Process
6 CHAPTER 6
IMPLEMENTATION SCHEDULE

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