Strategi Pemasaran PT Bumindo Hasrat Pratama Sebagai Penyedia Jasa Kepengurusan Perizinan dan Legalitas Perusahaan

Abstract

PT Bumindo Hasrat Pratama merupakan perusahaan jasa kepengurusan perizinan dan legalitas perusahaan. Bumindo mengalami penurunan omzet akibat penerapan strategi pemasaran yang belum optimal. Penelitian ini bertujuan merumuskan dan menentukan prioritas alternatif strategi pemasaran. Metode penelitian terdiri dari analisis deskriptif dan analisis formulasi strategi menggunakan matriks Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), Internal-External (IE), Strengths, Weaknesses, Opportunities, Threats (SWOT), dan Quantitative Strategic Planning Matrix (QSPM). Hasil penelitian menunjukkan bahwa Bumindo menerapkan strategi pemasaran word of mouth. Terdapat delapan faktor kekuatan dan tiga faktor kelemahan pada lingkungan internal, serta delapan faktor peluang dan empat faktor ancaman pada lingkungan eksternal. Diperoleh enam alternatif strategi pemasaran dengan tiga prioritas strategi yaitu kontrak kepengurusan jangka panjang dengan klien, perluasan jangkauan pasar dengan pemasaran digital, dan menambah layanan/jasa.

PT Bumindo Hasrat Pratama is a licensing and corporate legality management services company. Bumindo has decreased turnover due to the implementation of marketing strategies that have not been optimal. This study aims to formulate and determine priorities alternative marketing strategies. The research method consists of descriptive analysis and strategy formulation analysis using the matrix of Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), Internal-External (IE), Strengths, Weaknesses, Opportunities, Threats (SWOT), and Quantitative Strategic Planning Matrix (QSPM). The results obtained that Bumindo implement word of mouth marketing strategy. There are eight factors of strength and three factors of weakness in the internal environment, as well as eight factors of opportunity and four factors of threat in the external environment. Six alternative marketing strategies were obtained with three strategic priorities, namely long-term management contracts with clients, expanding market reach with digital marketing, and adding services/services.