Strategy of Adding Distribution Channel Through Online Marketing in Order to Increase Sales (Business Coaching at Small Medium Enterprise Yes Cake and Bakery)
Journal Title: International Journal of Business Management & Research (IJBMR) - Year 2019, Vol 9, Issue 3
Abstract
Purpose The purpose of this paper is to highlight the online marketing strategy and challenge to increase sales volume in small-medium enterprises for bakery industry in Indonesia. Design/Methodology/Approach This article features interview evidence gathered from women entrepreneur that working in family business. A series of structured interviews were conducted with the owner of YES Cake and Bakery in Jakarta. Subsequently, the results of the structured interviews were analyzed using qualitative analysis (business coaching approach) to decide the appropriate model of online marketing strategy for YES Cake and Bakery. Findings The findings show that the YES Cake and Bakery has established online marketing strategy through Website and Instagram to be implemented in marketing activities. The previous website that never be updated and contains old style so it can not generate increasing in sales volume. The Instagram account of YES Cake and Bakery isn’t attractive in communication contents, feeds, and also the photos of the products. Moreover, integration of two channels (Website and Instagram) must be improved as a marketing process to generate more revenues and attract consumer’s attention with the products. Research Limitations/Implications This research was only conducted in Indonesia particularly in region of Jakarta which focused on the small-medium enterprise which background is family business. Despite this limitation, the findings of this research enable the proper integrated communication of marketing that highlight increased revenue in sector bakery. Originality/Value This research will be beneficial in building the online strategy for bakery industry. The literature of this research enables researchers and practitioners to understand the model of multi-channel of marketing strategy.
Authors and Affiliations
Annisa Vini Cahyati
Keywords
Related Articles
- EP ID EP611006
- DOI 10.24247/ijbmrjun20195
- Views 93
- Downloads 0
ON WAY TOWARDS A CASHLESS ECONOMY CHALLENGES AND OPPORTUNITIES
On the night of November Eighth, 2016 in a television address to the nation, the Hon. Prime Minister of India Mr. Narendra Modi made an announcement, informing the people that a policy has been enacted by the Government...
Green Recruitment: A New-Fangled Approach to Attract and Retain Talent
This review article recaps the basic concepts of Green Recruitment practices practiced in Indian Organizations, and gives a summing up of prior researchers to offer an effective and efficient understanding of the same fo...
Emerging Trend, Opportunities, Challenges and Creating Awareness for Green Marketing in India
Keeping our environment safe is one of the biggest needs of the time today. Environmental issues across the globe have gained prominence in both business and public life as well. Businesses have certainly begun to modify...
THE IMPACT OF INDEPENDENT DIRECTOR ON BOARD OF DIRECTORS ON FIRM'S PERFORMANCE EVIDENCE FROM INDONESIA
Independent directors and ownership concentration are two important things at corporate governance that affects the firm performance. Independent Directories considered capable to improve the performance of the company a...
Consumer Buying Behaviour and Effect of Advertisement Medias on Textile Products - A Study
India is a diverse country with different cultures, caste and creed. Therefore, the choice is also differ from person to person. Today, the consumption is no more a process due to the need of consumers but, in accordance...