Marketing Strategy Analysis at Kompas Gramedia Xpress (KGX) Bandung Branch

Shafira Tiara Rachmawati; Erna Maulina; Tetty Herawaty

doi:10.38035/dijefa.v6i2.4390

Authors

Shafira Tiara Rachmawati Universitas Padjadjaran
Erna Maulina Universitas Padjadjaran
Tetty Herawaty Universitas Padjadjaran

DOI:

https://doi.org/10.38035/dijefa.v6i2.4390

Keywords:

7P Marketing Mix, Logistics, Marketing, STP

Abstract

The increasingly competitive logistics industry requires companies to implement appropriate marketing strategies. Kompas Gramedia Xpress (KGX) Bandung, as a technology-based logistics service provider, needs to evaluate its marketing strategies to remain relevant to market demands. This study aims to analyze the implementation of Segmenting, Targeting, Positioning (STP) and the 7P Marketing Mix at KGX Bandung, as well as identify challenges in its implementation. This research employs a descriptive qualitative method with data collected through interviews, observations, and document analysis. The findings indicate that KGX Bandung targets Business-to-Business (B2B) customers, positioning itself as a reliable logistics partner offering technology-based services. The 7P Marketing Mix is effective in terms of product, place, process, and physical evidence, while promotion and human resources require further optimization.

References

Abdussamad, Z. (2021). Metode Penelitian Kualitatif. Syakir Media Press.

Aini, H., Hak, N., & Sumarni, Y. (2024). Analisis SWOT Strategi Pemasaran Produk Perbankan Syariah di Era Society 5.0 (Studi Kasus PT Bank Syariah Indonesia KC Bengkulu S Parman). Ekonomis: Journal of Economics and Business, 8(2), 1344. https://doi.org/10.33087/ekonomis.v8i2.1786

Devina, A. putri. (2024). Analisis Strategi Bauran Pemasaran 7P Pada PT. Ayo Media Network Bandung (Skripsi). Universitas Padjadjaran.

Fathurrohman, Y. E., Syafira, A., & Wahidiana, R. (2022). Segmentation, Targeting, And Marketing Mix Strategies Of Palm Sugar Industries In Banyumas Regency, Indonesia. Food & Agribusiness Management, 3(1), 1–4. https://doi.org/10.26480/fabm.01.2022.01.04

Gajanova, L., Nadanyiova, M., & Moravcikova, D. (2019). The Use of Demographic and Psychographic Segmentation to Creating Marketing Strategy of Brand Loyalty. Scientific Annals of Economics and Business, 66(1), 65–84. https://doi.org/10.2478/saeb-2019-0005

Halim, F., Kurniullah, A. Z., Efendi, M. B., Sudarso, A., Purba, B., Sisca, D. L., Simarmata, H. M. P., Permadi, L. A., & Novela, V. (2021). Manajemen Pemasaran Jasa. Yayasan Kita Menulis.

Kotler, P., Armstrong, G., & Balasubramanian, S. (2024). Principles of Marketing (19th Edition). Pearson Education Limited.

Kotler, P., Armstrong, G., & Sabran, B. (2008). Prinsip-Prinsip Pemasaran (Edisi 12). Penerbit Erlangga.

Ledy, D. S., Haryono, D., & Situmorang, S. (2019). Analisis Bauran Pemasaran (Marketing Mix) Dan Strategi Pengembangan (Studi Kasus Pada Agroindustri Kopi Bubuk Cap Intan Di Kota Bandar Lampung). JIIA, 7(1). https://doi.org/10.23960/jiia.v7i1.3331

Muharromah, N. L., & Nugroho, T. R. D. A. (2022). Analisis Segmenting Targeting Positioning dan Marketing Mix Zeamie pada Kelompok Wanita Tani Bunga Anggrek di Kecamatan Saronggi Kabupaten Sumenep. Agriscience, 2(3), 601–609. https://doi.org/10.21107/agriscience.v2i3.13563

Muliadi, D. (2022). Pengaruh Marketing Mix Terhadap Keputusan Konsumen Dalam Meningkatkan Pembelian Pada Permata Mart Di Kabupaten Bogor. Ekonomika45?: Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan, 9(2), 247–257. https://doi.org/10.30640/ekonomika45.v9i2.719

Nurhayaty, M. (2022). Strategi Mix Marketing (Product, Price, Place, Promotion, People, Process, Physical Evidence) 7P di PD Rasa Galendo Kabupaten Ciamis. Jurnal Media Teknologi, 8(2), 119–127. https://doi.org/10.25157/jmt.v8i2.2669

Pambudi, M. A. L. (2021). Manfaat dan Dampak Digitalisasi Pada Bisnis Logistik Di Era New Normal. Dinamika Bahari, 2(2), 131–135. https://doi.org/10.46484/db.v2i2.282

Pratama, Y., Fachrurazi, F., Sani, I., Abdullah, M. A. F., Noviany, H., Narulita, S., Hapsara, O., Zulkarnain, I., Fermayani, R., Sembiring, R. S. R., Abdurohim, A., & Islam, D. (2023). Prinsip Dasar Manajemen Pemasaran (Analisis dan Strategi di Era Digital). CV. Eura Media Aksara.

Putri, T. Y., Anggraini, T., & Harahap, R. D. (2023). Analisis Implementasi Strategi Bauran Pemasaran (Marketing Mix) 11P Pada UMKM Tenis (Teh Nikmat Sidamanik). Syarikat: Jurnal Rumpun Ekonomi Syariah, 6(1), 37–48. https://doi.org/10.25299/syarikat.2023.vol6(1).12915

Rismawati, F., Wahyuni, S., & Widodo, J. (2019). Strategi Pemasaran STP (Segmenting, Targeting, Positioning) Larissa Aesthetic Center Cabang Jember. Jurnal Pendidikan Ekonomi: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi Dan Ilmu Sosial, 13(2), 68. https://doi.org/10.19184/jpe.v13i2.10793

Sari, R. P. (2017). Marketing Mix Implementation in Small Medium Enterprises: A Study of Galeristorey Online Business. Etikonomi, 16(1), 115–126. https://doi.org/10.15408/etk.v16i1.3950

Soepriyadi, I. (2021). Dukungan Terhadap Pengembangan Industri Logistik Kargo atau Barang Udara. Mediastima, 27(2), 110–139. https://doi.org/10.55122/mediastima.v27i2.292

Sugiyono. (2022). Metode Penelitian Kualitatif. Alfabeta.

Syamruddin. (2017). Analisis Strategi dan Prospek Bisnis Harian Umum Sinar Pagi. Jurnal Mandiri: Ilmu Pengetahuan, Seni, Dan Teknologi, 1(1), 115–127.

Tenda, Y. J., Kalangi, J. A. F., & Mukuan, D. D. S. (2022). Analisis Bauran Pemasaran Dalam Meningkatkan Penjualan Produk Kacang Shangrai di UD Virgin Kawangkoan. Productivity, 3(3).

Wahyuni, N. P. S. (2019). Analisis Produk Layanan Rawat Inap di RSUD Wangaya Denpasar Berdasarkan STP (Segmenting, Targeting, Positioning) dan 4 P (Product, Price, Place, Promotion). Jurnal Administrasi Rumah Sakit Indonesia, 6(1), 21–24.

Wijaya, H., & Sirine, H. (2016). Strategi Segmenting, Targeting, Positioning Serta Strategi Harga Pada Perusahaan Kecap Blekok Di Cilacap. Ajie: Asian Journal of Innovation and Entrepreneurship, 1(3), 175–190. https://doi.org/10.20885/ajie.vol1.iss3.art2