Development of Online Marketing Channel and Competencies, and Brand Identity Improvement on Indonesian SME: A Business Coaching Intervention
Purpose – The purpose of this paper is to highlight the performance improvement in Indonesian SME by developing
marketing channel through online social media, developing owner competency focusing in how to do marketing by using
social media, and improving design of logo as brand identity, with business coaching intervention.
Design/Methodology/approach–A series of structured interv
iewed were conducted with the owner of PT Mumtaz Multi Mandiri, in Bandung. The result from structured interviews were
analyzed using STP, Marketing Mix, Business Model Canvas, SWOT, Porter’s 5 forces, gap analysis and pare to analysis to
arrive at the most urgent issues to be solved.
Findings – The findings show that there are three main issues that can be diminished to improve SME performance, which
are: 1) lack of marketing channels, especially online marketing channel; 2) lack of competencies in doing marketing by using
social media; and 3) unattractive logo design as brand identity that affect brand awareness.
This study was only conducted in one SME in Indonesia. Despite this limitation, the findings of this study could help other
SMEs in Indonesia to improve their performance.
Marketing channel and brand identity are critical factors that affecting performance of a firm. This relationship has not been
investigated so far in PT Mumtaz Multi Mandiri.
Keyword - Channel, Competencies, Social Media, Brand Identity, Business Coaching.