BUSINESS
ENGLISH PAPER 2 #
MARKETING
STRATEGY IN BUSINESS SERVICES WARNET "VIDI NET"
NAME
: HUSEN
ID : 16209347
CLASS : 4EA01
MAYOR : MANAGEMENT
FACULTY
OF ECONOMY
GUNADARMA
UNIVERSITY
DEPOK
2013
INTRODUCTION
Background
Along with the increasing human
needs, technological developments are rapidly accelerating. In entering the era
of globalization, more and more technologies that may facilitate human to
perform various activities of life. Advances in transportation, communication,
health, education, and other fields are a few examples of technologies that we
increasingly need in this life. Thus, no doubt the role of technology in human
life.
At present, the world has come to
know a technology called the Internet. Through the Internet, people can
communicate with others who are in different parts of the world. Through this
medium they can also obtain and submit required information anytime and
anywhere. With a global network, the Internet can be accessed 24 hours a day. So
requires certain information, in a matter of seconds we can get it simply by
accessing the internet. Can imagine how big the internet media role in our
lives.
Internet not only can be used in the
search for information only. Internet media is also used by various groups in
making its businesses through the development of the site as a promotional
medium run business. Warnet (Warung Internet) is one of the business
opportunities in the services sector with a growing potential market.
Conditions such as these used by a provider of Internet Café located on Jl.
Access UI Kelapa Dua, Depok, namely Vidi Net.
As time goes by, more and more are
popping up another cafe, thus causing this business competition is getting
tougher. Even today Vidi Net flanked by 5 (five) business other cafe within two
hundred meters of the impact of the reduction in customers. This makes Vidi Net
requires a more innovative business strategies and effective in order to cope
with the pressure on the competition, even expected to expand its business with
greater.
Problem Formulation
What marketing strategies are most
effective in demand by customers?
Research Objectives
To know what marketing strategies
are most effective in demand by customers.
Benefit of Research
a.
Entrepreneur For Figuring
Provide
feedback to entrepreneurs figuring as consideration in future business
continuity.
b.
For Researchers
Gain
Knowledge and insight about the marketing strategy especially on figuring.
Research Approach
Research using the 4P strategy
people, place, price, and promotion. Analysis method using Likert scale
analysis.
DISCUSSION
One of the companies that use the
services of a marketing strategy is figuring services located at Jl. Access UI
Kelapa Dua, Depok, namely Vidi Net.
Form of marketing strategy is to use
the 4P strategy people, place, promotion and price. And in this paper will be
discussed in the 4P's cafe services business "Vidi Net" and will
mengetaui where are some of the factors that have the 4P highest factor
according to the customer.
1.
Place
One of the marketing strategies
applied to internet services is to begin operations around Kelapa Dua is
located close to campus or student kostan in order to attract customers to use
the internet service.
2.
Promotion
In addition established in strategic
places, the types of businesses provide some offers for consumers who want to
use their internet services by providing mini canteen, a place of business or a
large enough space to park two-wheelers and a closed cubicle.
3.
Price
Price applied by the internet
service business as well as other internet service business is quite affordable
by students. For example, the billing package offers personal, group, prepaid
gaming, vouchers, etc. depending on the needs of users with a wide variety of
prices is not far off the regular price. For personal, for the first 30 minutes
only cost Rp. 500, - alone.
4.
People
Customers who use the internet
services business is not only by students but also by all the community. Good
for the students or for the people who are still in school or working.
Services provided by the employee or
the employee cafe is quite normal, even relatively less reliable so this became
one of the weaknesses of the service business.
Marketing strategies undertaken by
Vidi Net is good enough that the main target customers are students. In
addition, through pemasaraan strategy as previously discussed making customers
who use the Internet "Vidi Net" feel pretty satisfied, although still
a few who become loyal customers this internet service. And for Vidi Net
itself, the lack of loyal customers can reduce the amount of profit generated
every day even every month.
Likert Scale Analysis Methods
Likert
scale used to measure attitudes, opinions, and perceptions of a person or group
of people about social phenomena. With a Likert scale, the variables to be
measured are translated into an indicator variable. Then the indicator
variables are taken as a starting point to develop instrument items that can be
questions or statements. Answer any instrument that uses a Likert scale has
gradations from very positive to very negative, which can be words such as:
Very Important (SP), Important (P), Hesitates (R), Not Important (TP), Very not
Important (STP). The categories used by a Likert scale of importance and
performance analysis with five categories as follows (Supranto: 1997).
|
Category
|
Integrity
|
|
Very Important (VI)
|
5
|
|
Important (I)
|
4
|
|
Hesitates (H)
|
3
|
|
Not Important (NI)
|
2
|
|
Very Not Important (VNI)
|
1
|
Statement classification of each
category is calculated based on the values obtained from the questionnaire by
multiplying the weight value of the categories that have been determined by the
number of respondents who had answered, as well as the percentage obtained from
the result of the division of the weight value is then multiplied by the number
of respondents 100%.
a.
% Number of Respondents: Number of Respondents x 100%
The
whole number of Respondents
b.
Value: Weight x Number of Respondents
Based
on the number of respondents 50 people, it can be determined by using the
weight rating range, which can be calculated through the highest value and the
lowest value was calculated as follows:
a.
Rated:
Total
Respondents Rated X Weight
50
x 5
=
250
b.
lowest Value
Total
Respondents x Weight Low
50
x 1
=
50
c.
distance
Rated
- Low Value
250-50
=
200
d.
interval
Distance
/ Lots of Class
200/5
=
40
Here is a questionnaire that I have
made to determine which factors are some of the most effective above 4P held by
customers. Respondents in distributing questionnaires was 50 with a random
sampling method.
Example Questionnaire:
|
No
|
Question
|
VI
|
I
|
H
|
NI
|
VNI
|
|
1.
P
R
I
C
E
|
The price of internet services "Vidi Net" affordable for
the public, especially students
|
|
|
|
|
|
|
Vidi Net provides billing package in the operations
|
|
|
|
|
|
|
|
2.
P
L
E
C
E
|
Place or location Vidi strategic Net or close to where students live
or kostan
|
|
|
|
|
|
|
Net Vidi opened several branches around Kelapa Dua to facilitate
consumer
|
|
|
|
|
|
|
|
3.
P
R
O
M
O
T
I
O
N
|
Net Vidi have
enclosed cubicle and a small canteen
|
|
|
|
|
|
|
Net Vidi promotional activities through social media (facebook,
twitter and blog)
|
|
|
|
|
|
|
|
4.
P
E
O
P
L
E
|
Net Vidi consumers not only from the students but also for all the
|
|
|
|
|
|
|
Services provided by
Net Vidi well and can satisfy customers
|
|
|
|
|
|
After
spreading the questionnaire as above by the number of respondents with a random
sample of 50 people, then get results like this:
•
In terms of price the results obtained by 17% of the 50 respondents
•
In terms of place the results obtained by 51% of the 50 respondents
•
In terms of people showed 19% of the 50 respondents
•
In terms of promotion results obtained by 13% of the 50 respondents
CLOSING
Conclusion
From
the conclusion of the above data is that the factor of 4P above factors the
most effective place to attract customers. Because a strategic place that is
close enough to campus that attract students to come. In addition to its
strategic place, Vidi Net also provides ample room and closed so comfortable in
using the internet facility. People and the price factor also becomes very
important because in addition to the place, customers who wish to use the
Internet in Net Vidi course not only among students, but the surrounding
community as well. Then there's the price factor is also taken into
consideration the customer. While the promotion factor, classified as the
smallest since the promo is offered classified as normal or you could say
almost the same as most other cafes.
Suggestion
We
recommend that if you want to add Vidi Net profit in its Internet services
business is by adding a new business that is related to the main business
Online Games, facility of accessing internet with Wifi stew (prepaid) for those
users who are more comfortable using a personal laptop and designing a website
portal for optimize the delivery of information products and services to
customers Vidi Net Internet online for example via facebook or twitter.
Then,
it could add another business products that are not related to the main
business is selling vouchers Hand Phone, the current business conditions
suitable for figuring out which strategies are in place around the boarding
school / college students, add a copy of the business as well as selling
stationery.
BIBLIOGRAPHY
Ahmadjayadi,
Cahyana dan Bambang Soeprijanto. 2007. Buku Panduan Sederhana Memulai Bisnis Warnet
Legal. Departemen Komunikasi dan Informatika Direktorat Jenderal
Aplikasi Telematika, Jakarta.
Fachkurniawan.
2002. Analisis Strategi Bisnis Perusahaan Jasa Instalatir di Kabupaten Gresik.
Skripsi Tidak Diterbitkan, Universitas Gresik.
Kotler,
Philip. 1998. Manajemen Pemasaran, Analisis, Perencanaan, Implementasi dan Kontral.
Jilid 2. PT. Prenhallindo, Jakarta.
Supranto.
1997. Statistik, Teori dan Aplikasi. Edisi 5. Erlangga, Jakarta.
