BUSINESS MODEL POLISH LINE SME: ANALYSIS OF DIGITAL MARKETING STRATEGY
Keywords:
Small medium enterprises, Digital Marketing, Social Media, BMC, STPAbstract
Small medium enterprise businesses in Indonesia have one of the biggest contributions for its economic buoyancy, where 99 percent of the total business players are coming from this quadrant and the amount of working force absorption capacity is almost reaching 120 million workers. This amount keeps growing as well, with the help from unprecedented utilization of digital breakthroughs called social media. Despite this positive momentum, many small medium enterprise businesses struggled to grow due the fact they still lack the knowledge of digital marketing to promote their product efficiently. This qualitative research observes, examines and analyzes one of the small medium enterprises that specialized in car detailing, where we identified the core problems of this business and provide the specific comprehensive strategy to polish the digital marketing side, which is still underutilized. We use internal and external analysis such as SWOT analysis, business model canvas, marketing mix and porter’s five competitive forces.
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