Marketing Strategy Implementation for Business Plan at Imported Beef Supply Startup Meat Tech

Fetiana Pristianti; Tantri Yanuar Rahmat Syah; Unggul Kustiawan; Nofierni Nofierni

doi:10.37641/jimkes.v13i1.3118

Authors

Fetiana Pristianti Faculty of Economic and Business, Universitas Esa Unggul; Jakarta, Indonesia
Tantri Yanuar Rahmat Syah Faculty of Economic and Business, Universitas Esa Unggul; Jakarta, Indonesia
Unggul Kustiawan Faculty of Economic and Business, Universitas Esa Unggul; Jakarta, Indonesia
Nofierni Faculty of Economic and Business, Universitas Esa Unggul; Jakarta, Indonesia

DOI:

https://doi.org/10.37641/jimkes.v13i1.3118

Keywords:

Beef, Marketing Plan, Marketing Strategy, Startup

Abstract

The culinary industry in Indonesia, especially among the middle class in major cities such as Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek), is experiencing rapid growth. To continue attracting consumer interest, restaurants compete to introduce new and unique menus. This presents an opportunity for suppliers like PT Meat Tech, which specializes in providing high-quality imported beef, to innovate and meet market demand. A marketing plan is a strategic process in marketing that aims to achieve predetermined targets. In this process, the marketing strategy is a crucial element as it encompasses the company’s values and objectives. PT Meat Tech will focus on Marketing Goals and Objectives, Segmentation, Targeting, and Positioning (STP) Strategy, business-to-business (B2B) Marketing Mix, Sales Activities, Sales Budget Projections, and Revenue Stream Projections to enhance sales and achieve revenue targets. This study aims to assist PT Meat Tech in successfully marketing its beef products through differentiation strategies that support revenue growth. Data collection will involve a multifaceted approach, including semi-structured interviews with key stakeholders at Meat Tech, such as marketing managers, sales representatives, and other relevant personnel. The study results indicate that an effective marketing plan is influenced by several factors, including the business establishment purpose, pricing strategy, location, promotion, sales activities, and financial management. By addressing these factors, PT Meat Tech can optimize its marketing strategy and strengthen its market position.

Downloads

Download data is not yet available.

References

Abdullah, M. I., Masdar, R., Karim, F., Din, M., Zahra, F., Furqan, A. C., ... & Megawati, N. (2022). Improving the Management of School Operational Assistance (SOA) Grants Through Expenditure Governance. Economic and Business Horizon, 1(3), 1-12.

Afsari, F., Daulay, A. N., & Dharma, B. (2024). Development of Technology-Based Sharia Insurance in Increasing Market Share in the Digital Era (Study at PT Chubb Life Medan Branch). Jurnal Manajemen, 15(2), 423-438.

Antonius, A., Argunanto, A., Wulan, D. A., Zahra, I. E., Arifin, D., Anjelia, V., ... & Holiawati, H. (2024). The Effect of Financial Planning, Budgeting and Estimation in the Business Plan. Jurnal Ilmiah Akuntansi Kesatuan, 12(5), 723-730.

Azhari, F., & Ali, H. (2024). Peran Inovasi Produk, Strategi Pemasaran, dan Kualitas Layanan terhadap Peningkatan Kinerja Perusahaan. Jurnal Manajemen dan Pemasaran Digital, 2(2), 72-81.

Azmy, A., Wiadi, I., & Risza, H. (2023). Product Value Creation Training Through Value Proposition Canvas (VPC) with the South Jakarta Small Medium Enterprise (SME) Community. Jurnal Pengabdian Pada Masyarakat, 8(4), 834-845.

Cartwright, S., Liu, H., & Raddats, C. (2021). Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review. Industrial Marketing Management, 97, 35-58.

Cichello, S. A. (2015). Oxygen absorbers in food preservation: a review. Journal of food science and technology, 52, 1889-1895.

Elizar, C., Indrawati, R., & Syah, T. Y. R. (2020). Service quality, customer satisfaction, customer trust, and customer loyalty in service of Paediatric Polyclinic over Private H Hospital of East Jakarta, Indonesia. Journal of Multidisciplinary Academic, 4(2), 105-111.

Fuertes, G., Alfaro, M., Vargas, M., Gutierrez, S., Ternero, R., & Sabattin, J. (2020). Conceptual framework for the strategic management: a literature review—descriptive. Journal of engineering, 2020(1), 6253013.

Gupta, P. (2024). Role of oxygen absorbers in food as packaging material, their characterization and applications. Journal of Food Science and Technology, 61(2), 242-252.

Jagodič, G., & Milfelner, B. (2020). Impact of marketing resource on company performance on B2B markets. International Journal of Innovation and Learning, 28(2), 139–158.

Kim, K. H., Ko, E., Kim, S. J., & Jiang, Q. (2021). Digital service innovation, customer engagement, and customer equity in AR marketing. Journal of Global Scholars of Marketing Science, 31(3), 453-466.

Kotler, P., & Keller, K. L. (2011). A framework for marketing management (Vol. 2). London, Upper Saddle River, NJ: Prentice Hall.

Krisdayanti, M. I., Andesto, R., & Praptiningsih, P. (2020). The Effect Of Profesional Ethics, Time Budget Pressure, Professional Skepticsm On Audit Quality. Jurnal Ilmiah Akuntansi Kesatuan, 8(3), 403-414.

Maharani, S., Mayulu, H., Haris, M. I., & Fanani, A. F. (2024). Mengungkap Dinamika Impor Sapi Hidup: Peluang dan Tantangan Menuju Swasembada Daging Sapi di Indonesia. INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen, 20(3), 626-639.

Malicha, D. (2022). Role of strategic marketing management practice in business profitability. Academy of Marketing Studies Journal, 26(2), 23-34.

Mir-Bernal, P., & Sadaba, T. (2022). The ultimate theory of the marketing mix: A proposal for marketers and managers. International Journal of Entrepreneurship, 26(1), 1-22.

Mukti, F. O. D., & Isa, M. (2024). The effect of digital marketing, word of mouth, brand trust and image on the purchase decision. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 1317-1324.

Myers, M. D. (2019). Qualitative Research in Business and Management. Thousand Oaks, CA: Sage Publications Limited.

Nardo, R., Yuliana, L., Ratnasari, K., Nugraha, J., Lasminingrat, A., Kusuma, H. W., ... & Wardhana, A. (2024). Branding Strategy di Era Digital. Purbalingga: Eureka Media Aksara

Prasetyawati, F. D., & Basuki, A. T. (2019). Analisis faktor-faktor yang mempengaruhi impor daging sapi di Indonesia periode 1988-2017: menggunakan metode VECM (Vector Error Correction Model). Journal of Economics Research and Social Sciences, 3(2), 118-133.

Putri, I. T., Sundawa, A. I., Mahfudz, M., & Rahardjo, S. T. (2024). The Role of Entrepreneurial Orientation, Knowledge Management, and Partnership on the Competitive Advantage. Research Horizon, 4(6), 421-434.

Sanjaya, F. P., Aisyah, V. N., & Handriana, T. (2024). Pemetaan Tema Penelitian Tentang Manajemen Strategi dan Pemasaran: Analisis Bibliometrik. Dialektika: Jurnal Ekonomi dan Ilmu Sosial, 9(1), 1-12.

Santos, J. A., & Sotelo-Drequito, G. (2024). The Relationship Between Marketing Strategies and Customer Satisfaction in the Fast-Food Restaurant Industry. Business Economic, Communication, and Social Sciences Journal (BECOSS), 6(1), 65-77.

Shah, M. H. (2022). Impact of green marketing strategy on business performance-mediating role of corporate image in construction industry of Kenya. Arthatama, 6(1), 1-11.

Widiantoro, A. B. (2023). Leveraging Social Media Marketing and Local Wisdom to Enhance Tourist Visit Intentions in Community-Based Tourism. Arthatama, 7(1), 1-7.