Paper Title :Development of Online Marketing Channel and Competencies, and Brand Identity Improvement on Indonesian SME: A Business Coaching Intervention

Author :Deisykristiantyhandayani, Hasnulsuhaimi St

Article Citation :Deisykristiantyhandayani ,Hasnulsuhaimi St , (2018 ) " Development of Online Marketing Channel and Competencies, and Brand Identity Improvement on Indonesian SME: A Business Coaching Intervention " , International Journal of Management and Applied Science (IJMAS) , pp. 33-41, Volume-4,Issue-11

Abstract : 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. Research Limitation/implications 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. Originality/value 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.

Type : Research paper

Published : Volume-4,Issue-11

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