MARKETING STRATEGY

(This paper was created and submitted to fulfill individual assignments in the course
"Business English II")

Lecturer :

Olivia Yolanda, S.E., M.M

arranged by :

Anggita Pusparini Salsabilah (193402416368)

Management

Faculty of Economics and Business

NATIONAL UNIVERSITY

2021
 PREFACE

First of all, thanks to Allah SWT because of the help of Allah, writer finished writing
the paper entitled “Financial Markets” right in the calculated time.

The purpose in writing this paper is to fulfill the assignment that given by Mrs. Olivia
Yolanda as lecturer in business English major.

In arranging this paper, the writer truly get lots challenges and obstructions but with
help of many individuals, those obstructions could passed. Writer also realized there are
still many mistakes in process of writing this paper.

Because of that, the writer says thank you to all individuals who helps in the process of
writing this paper. Hopefully Allah replies all helps and bless you all. The writer
realized this paper still imperfect in arrangement and the content. Then the writer hope
the criticism from the readers can help the writer in perfecting the next paper. Last but
not the least hopefully, this paper can helps the readers to gain more knowledge.

Jakarta, 9 Juli 2021

Anggita Pusparini Salsabilah

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 TABLE OF CONTENT

TABLE OF CONTENT.............................................................................................................3

CHAPTER I...............................................................................................................................4

A. Background Of The Strategy Marketing.........................................................................4

B. Formulation Of The Problem:..........................................................................................5

CHAPTER II..............................................................................................................................6

A. Definition Marketing strategy..........................................................................................6

B. Marketing Strategy Functions And Factors....................................................................7

C. Marketing Mix Strategy....................................................................................................9

D. OVO..................................................................................................................................10

E. What Is The OVO Management Strategy?....................................................................11

CHAPTER III
CONCLUSION.........................................................................................................................13

REFERENCES.........................................................................................................................14

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 CHAPTER I

A. Background Of The Strategy Marketing

Marketing strategy has a very important role for companies that work in a system of
strong market competition. The accuracy and precision of marketing strategies will
determine success in pursuing sustainable profits. A good marketing strategy provides a
clear and targeted picture of what the company needs to do to take advantage of every
opportunity in several target markets. To be able to survive in a business world with
strong competitive conditions, a company can dominate the market by using the
products it produces. The right marketing strategy is one of the most powerful weapons
for companies to develop and maintain their business.

Every company can develop strategies to overcome threats and seize opportunities that
exist through: the process of analysis, formulation, and evaluation is called a planning
strategy, with the aim of the company being able to see market conditions, so that
companies can anticipate market changes that can change at any time such as
competition. strict similar enterprises, economic growth, technological change.
Companies that have an awareness of changing market conditions need strategies that
are in accordance with the market. Strategy in general can be interpreted as a
comprehensive preparation through the main actions designed to achieve long-term
goals. Strategy is a tool to achieve goals and strategy formulation is a long-term
planning process, so many companies use the analysis process with the aim of
developing strategies that are in accordance with the company's mission, goals, and
circumstances. All have a goal to stay alive and develop, this goal can only be achieved
through efforts to maintain and increase the level of profit or profit. This business can
only be done if the company can maintain and increase its sales, through efforts to find
and foster customers, and efforts to dominate the market. Marketing strategy is basically
a comprehensive, integrated and integrated plan in the field of marketing, which
provides guidance on the activities to be carried out to achieve the company's marketing
objectives. In other words, marketing strategy is the goals and objectives, policies and

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rules that give direction to the company from time to time, at each level and its
objectives and allocations, especially as the company's response to the ever-changing
environment and competition.

B. Formulation Of The Problem:

1. What is a marketing strategy?

2. What are the factors and functions of a marketing strategy?

3. Marketing Mix Strategy?

4. What is OVO?

5. What is the OVO management strategy?

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 CHAPTER II

A. Definition Marketing strategy

According to Kotler (2006: 6), marketing is a societal process by which individuals and
groups obtain what they want and want through creating, offering, and freely
exchanging products and services with others.

The strategy according to Steiner and Milner is the determination of the company's
mission, the determination of the organization by increasing external and internal
strengths, the formulation of appropriate implementation policies so that the main goals
and objectives of the organization are achieved.

Strategic management is defined as a process of evaluation, planning, and

implementation designed to maintain or enhance competitive advantage. Evaluation
process with external and internal environmental assessment. Planning involves
developing business models, company directives, competitive tactics, international
strategies, acquisitions, and collaborative actions. The implementation phase requires
leadership to build an appropriate organizational structure, develop a management
culture, control the strategic process, and direct the organization through ethical
corporate governance. The results of strategic activities from changes in revenue,
market share, profits, and investments for stakeholders. The results create a feedback
loop that influences the external and internal environment of the organization.

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The concept of strategic management builds on this definition of strategic planning,
recognizing that although planning is the prelude of strategic management, it is

insufficient if not followed by the deployment and implementation of the plan and the
evaluation of the plan in action. The following model depicts the five processes of
strategic management which are pre-planning, strategic planning, deployment,
implementation, and measurement and evaluation.

Strategic management goes beyond the development of a strategic plan, which included
the pre-planning and strategic planning processes. Strategic management is the
deployment and implementation of the strategic plan and measurement and evaluation
of the results.

B. Marketing Strategy Functions And Factors

Market strategy needs to be prepared early on so that marketing objectives right on
target. Elements of a marketing strategy according to Fredy Rangkuti is as follows :

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a. Elements of Marketing Strategy

1. Market segmentation, namely the act of identifying and shaping separate groups of
buyers or consumers. Each consumers are distinguished according to the characteristics
of product needs and separate marketing mix.

2. Targeting, which is the act of selecting one or more segments that will enter

3. Positioning, which is to determine the market position, the goal is to build and
communicate product advantages on the market to consumers.

b. Elements of competitive tactics

1. Differentiation, which is the difference between the product itself and the product
other.

2. Marketing mix, which includes products (product), price (price), promotion

(promotion) and place (place).

 Product, anything that has value in the target market and benefits and
satisfaction in the form of goods and services. Strategy make sure this product
includes:

1) Determination of logo/moto

2) create a brand

3) Creating Packaging

4) Decision Label

 Price, the price is a unit of measurement regarding a product and price is a

flexible element of the marketing mix changing rapidly). The objectives of
pricing are:

1) To survive

2) Maximize profit

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 3) Enlarge market share

4) Product quality

5) competition

 Promotion, presenting information about a product to consumers become the

dominant factor in marketing.
 Place, strategic place is very important in marketing in distributing products to
consumers. Factors that influence in determining the distribution are:

- Buyer considerations or market factors

- Factors of production or supervision and finance

c. Marketing value elements:

A brand is a name, mirror, sign, symbol, design or combination thereof intended to

identify the product itself with other products. Brands for consumers have the following
meanings:

1) Identification to differentiate one product from another

2) Guarantee on the quality and performance of the product to be purchased.

C. Marketing Mix Strategy

In marketing there is a marketing strategy called the marketing mix which has an
important role in influencing consumers to buy a product or service offered by the
company. The elements of the marketing mix consist of all the variables that the
company can control to satisfy consumers. Understanding the marketing mix according
to Alma "Marketing mix is a strategy of mixing marketing activities, in order to find the
maximum combination so as to get the most satisfactory results".

According to Zeithaml and Bitner "Marketing mix is the elements of the company's
organization that can be controlled by the company in communicating with guests and
to satisfy guests. Meanwhile, according to Kotler and Armstrong "Marketing mix is a

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good marketing tool that consists of product, price, promotion, distribution,
thencombined to produce the desired response from the target market.

Based on some of the definitions above, it can be ascertained that the marketing mix is a
good marketing tool in a company, where the company is able to control it so that it can
influence the target market. In the marketing mix there are a set of marketing tools
known as the 4Ps, namely product, price, place or distribution channel, and promotion,
while in service marketing it is has several additional marketing tools such as people,
physical facilities, and processes, so it is known as the 7Ps.

D. OVO
OVO is a smart application that provides greater opportunities to consumers to collect
points in many places. Holder OVO application brand, PT Visionet Internasional
received official permission from the Bank Indonesia (BI) as the provider of electronic
money (e-money), company name already out on the official list of BI with number No.
19/661/DKSP/Srt/B (Randi, 2017). Every consumer who uses this application can use
OVO to transact at all merchants marked OVO Accepted Here and collect and use OVO
Points at merchants marked OVO zone. An integrated digital financial applicati on that
has been developed by the company LippoX which has been integrated with several
Lippo companies (Randi, 2016).

A smart financial application, OVO, was launched under the auspices of the company
LippoX is a Lippo group of companies that tries to accommodate various consumer
needs with cashless and mobile payments, the OVO application can Operated via
Android (OS 4.2 and above) and iPhone (iOS 8.0 and above) via the Google Play Store
or Apple Store. OVO uses a point system rewards, commonly called OVO Points to
increase transactions between users.

OVO has a strong commitment to pursuing growth in order to continue to serve the
people in Indonesia. To achieve this, Ovo implements an open ecosystem strategy that
is continuously expanding to create interoperability with a partner strategy that is trusted
enough for consumers to spend money. that current technological developments and

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innovations have encouraged Indonesian consumers to use non-cash payment methods
more often than transacting in cash.

The presence of non-cash payment instruments or not only due to the innovations issued
by the banking world but also financed by the needs of today's society, especially for
the millennial generation who want to get convenience, security, and efficient payment
instruments.

E. What Is The OVO Management Strategy?

IMC (Integrated Marketing Communication) is a generation marketing approach
strategy

new tools that companies use to focus their efforts on acquiring, maintaining and
developing company relationships with customers and other relevant parties.

According to (Mongkol K, 2014) Integrated Marketing Communication (IMC) is a

brand message marketing tool that is consistent across both traditional and non-
traditional marketing channels and uses different methods to reinforce each other.
Because we live in today's global market, the role of marketing communications on
company performance is very important. Companies are not just trying to sell products
to consumers, because they have found that optimal communication with customers,
and makes them confident can attract and retain them.

Marketing communication has an important role for companies in imaging (image) of a

particular brand. In addition, marketing communication can build consumer awareness
of the product/service

produced by a company, so that consumers know the products/services offered, and

ultimately can trigger a sale.

Some of the strategies carried out by OVO include in terms of advertisements with the
title "Why OVO is the new cool way to pay" which explains the ease of transactions
using OVO, in terms of sales promotions OVO issues several promotions including
cashback promos for watching movies in cinemaxx cinemas up to 50 %,

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Meanwhile, in terms of personal selling, OVO also created booths in several malls to
attract consumers directly to use OVO to top-up at the booth.

OVO's marketing strategy has also developed and liked by many people (especially the
research sources). So far the reward that has always been given by OVO is 10% cash
bank and points that increase every time you make a transaction payment. Both rewards
are obtained when you make a single payment on line. Points that are earned when you
have accumulated enough, can be exchanged

with payment transaction promos. This of course will add the advantages of OVO users
when making online payment transactions.

OVO was created as a form of community lifestyle development that want to live more
practically and quickly. The number of people who like gather with friends, relatives
and many people in certain places such as cafes, food outlets and the like, making OVO
want to make it easier for them to make payments. With the presence of OVO, people
no longer need to queue at the cashier area somewhere to just just pay in cash. This of
course feels very efficient and fast for people in crowded places.

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 CHAPTER III
CONCLUSION

Background Of The Strategy Marketing Marketing strategy has a very important role
for companies that work in a system of strong market competition.

Every company can develop strategies to overcome threats and seize opportunities that
exist through: the process of analysis, formulation, and evaluation is called a planning
strategy, with the aim of the company being able to see market conditions, so that
companies can anticipate market changes that can change at any time such as
competition.

Marketing Mix Strategy In marketing there is a marketing strategy called the marketing
mix which has an important role in influencing consumers to buy a product or service
offered by the company.

In the marketing mix there are a set of marketing tools known as the 4Ps, namely
product, price, place or distribution channel, and promotion, while in service marketing
it is has several additional marketing tools such as people, physical facilities, and
processes, so it is known as the 7Ps.

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 REFERENCES

H. Winarto and Chandra, “Strategi pemasara,” Maj. Ilm. Ekon., vol. 14, no. 1, pp. 124–
128, 2002.

http://repo.iain-tulungagung.ac.id/14459/4/BAB%20I.pdf

http://eprints.walisongo.ac.id/7131/3/BAB%20II.pdf

https://www.researchgate.net/publication/339934924_Strategi_Marketing_dalam_Usaha
_Meningkatkan_Volume_Transaksi_Pelanggan_dengan_Menggunakan_Mobile_Fintec
h_Application_OVO

http://repository.uph.edu/4969/4/chapter%201.pdf

file:///C:/Users/Seno%20Oktariadi/Downloads/19.04.1060_bab1.pdf

http://repository.radenintan.ac.id/1203/3/BAB_II.pdf

https://docplayer.info/41735165-Oleh-hari-winarto-strategi-pemasaran-hari-
winarto.html

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