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Abstrak :
This book explores key factors associated with consumer behaviour, from both a theoretical and practical perspective. It particularly focuses on the consumer in the 21st century – educated and conscious, but also impatient, disloyal and capricious. The book is divided into three main parts: the first part discusses the theoretical and legal aspects of consumers’ behaviour, analysing the government's role in regulating consumer behaviour and the role of the European Union. The second part then examines organisational strategies, such as omni-channel retailing and branding products. And lastly, the third part describes consumer behaviours in the context of individual products and services, from coffee to energy.

Abstrak :
Competitive Intelligence (CI) merupakan sebuah program sistematis dalam mengumpulkan dan menganalisa informasi tentang aktivitas kompetitor dan trend bisnis untuk kepentingan tujuan perusahaan. Bagaimana melakukan dan menerapkan CI sehingga menjadi informasi yang memberikan nilai tambah dalam perencanaan strategi perusahaan seringkali masih menjadi permasalahan tersendiri di dalam perusahaan. Menemukan fokus dan prioritas CI agar tercapai pelaksanaan operasi intelijen yang efektif pada dasarnya merupakan tugas pertama bagi mereka yang ingin menerapkan CI, sebelum dilakukan pengumpulan dan analisa informasi dengan berbagai pilihan teknik dan metode. Penelitian ini mengambil monitor Thin Film Transistor-Liquid Crystal Display (TFT -LCD) sebagai pilot project pelaksanaan CI di sebuah perusahaan pemasaran. Melalui metode Nominal Group Technique (NGT), berhasil teridentifikasi tiga topik intelijen yang dibutuhkan perusahaan dalam kaitannya dengan program pemasaran dan lingkungan kompetitif yang dihadapi. Tujuh Alat Manajemen Kualitas (The New Seven QC New Tools) digunakan dalam mengolah dan menganalisa informasi yang dikumpulkan secara legal dan etis. Hasil yang diperoleh menjawab kebutuhan perusahaan akan gambaran situasi kompetisi pemasaran yang dihadapi perusahaan, prioritas program promosi yang diperlukan, dan penilaian terhadap kompetitor bisnis.

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Competitive Intelligence (CI) represents a systematic program in collecting and analyzing information about competitor's activities and the business trends for the sake of company's objectives. How to conduct and apply CI so that become information giving adds value in the company strategy planning oftentimes still become separate problems in the company itself. Finding priority and focus of CI so that effectiveness of intelligence operation is reached basically represent first duty for anyone who wishes to apply CI, before information gathering and analysis conducted by using various technique and method. This research takes Thin Film Transistor-Liquid Crystal Display (TFTLCD) monitor as a pilot project of CI execution in a marketing company. By using Nominal Group Technique (NGT) method, three key intelligence topics were successfully identified, in relation with marketing program and competitive environment faced by the company. The Seven New QC Tools were conducted in processing and analyzing information collected ethically and legally. The result obtained answering the company requirements of competition situation picture will face by the company, promotion program need to be prioritized, and business competitor assessment.

Abstrak :

Menjamurnya kedai kopi baik merek asing maupun lokal menjadikan persaingan usaha penjualan minuman berbahan dasar kopi menjadi hal yang tidak terelakan. Kemajuan teknologi khususnya keberadaan media sosial pada era revolusi industri 4.0 membuat pelaku usaha berlomba-lomba melakukan promosi di media sosial. Seiring semakin ketatnya persaingan usaha antara kedai kopi merek lokal dan asing, analisis media sosial memainkan peranan sangat penting sebagai instrumen dari intelijen kompetitif yang dapat digunakan sebagai dasar dalam pengambilan keputusan oleh pelaku usaha. Penelitian ini bertujuan menganalisis peranan media sosial terhadap intelijen kompetitif bagi beberapa merek kedai kopi. penelitian dilakukan terhadap 6 merek kedai kopi: Starbucks Indonesia, Maxx Coffee, Anomali Coffee, Fore Coffee, Kopi Kenangan, dan Kopi Janji Jiwa. Sumber data berasal dari akun Instagram. Metode penelitian yang digunakan adalah crawling menggunakan aplikasi Phlanx dan analisis komentar konsumen lalu mengaitkan intelijen kompetitif dengan teori AIDA model dan marketing mix. Hasil penelitian menunjukkan bahwa penyusunan strategi yang tepat terkait promosi melaui media sosial dibutuhkan oleh pelaku usaha agar dapat bertahan dalam persaingan usaha yang semakin ketat.

 

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The rising of coffee shops both foreign and local brands makes business competition of  coffee-based drinks business become inevitable. The presence of social media in the industrial revolution 4.0 era, makes business competition in promoting in social media. As business competition between local and foreign brand coffee shops increasingly tightens, social media analysis plays a very important role as an instrument of competitive intelligence that can be used as a basis for business decision making. This study aims to analyze the role of social media on competitive intelligence for several coffee shop brands, namely Starbucks Indonesia, Maxx Coffee, Anomaly Coffee, Fore Coffee, Kopi Kenangan, and Kopi Janji Jiwa. The data source comes from Instagram account. The research method used is crawling using Phlanx application and analysis of consumer comments and then linking competitive intelligence with the AIDA theory model and marketing mix. The results showed that the preparation of the right strategy related to promotion through social media is needed by business actors in order to survive in increasingly fierce business competition.

 

Abstrak :
Penelitian ini bertujuan untuk menganalisis perencanaan digital marketing yang dilakukan Elizabeth Arden, untuk menganalisa pemetaan lingkungan kompetitif Elizabeth Arden dan untuk menganalisis strategi digital marketing dari Elizabeth Arden untuk menaikkan daya saing. Metodologi yang digunakan dalam penelitian ini menggunakan pendekatan kualitatif. Sumber data yang digunakan yaitu sumber data primer dan sekunder yang diperoleh dari observasi, hasil wawancara dan dokumentasi. Populasi dalam penelitian ini tidak ketahui karena luasnya kajian penelitian yang dibahas, sehingga informan penelitian yang digunakan untuk mencapai tujuan penelitian yaitu sebanyak lima orang. Merumuskan hasil strategi penelitian menggunakan analsiis SWOT dan e-marketing, sedangkan untuk mengukur penilaian konsumen menggunakan analisis tematik. Hasil analisis SWOT menunjukkan bahwa Elizabeth Arden Indonesia memiliki kekuatan dalam segi produk yang mengikuti perkembangan zaman dan sering melakukan inovasi produk dengan bantuan teknologi yang canggih, membuat produk Elizabeth Arden memiliki kandungan yang premium, sedangkan dalam harga produk Elizabeth Arden dapat dijangkau oleh berbagai kalangan dan segala usia baik wanita dan pria. Dalam hal pemasaran Elizabeth Arden memiliki mitra bisnis yang memiliki jaringan distribusi luas dan memiliki reputasi yang baik dikalangan pelanggan. Kesimpulan dalam penelitian ini Elizabeth Arden dapat mengoptimal kekuatan dan peluang sehingga dapat mengurangi ancaman dari kompetitor, Elizabeth Arden dengan meningkatkan produk, promosi, lokasi dan harga akan mempengaruhi perilaku konsumen (pelanggan) dan mendampatkan pelanggan yang potensial. Penelitian ini memiliki keterbatasan, yaitu responden yang digunakan sedikit dan menggunakan analisis kualitatif. ......This study aims to analyse Elizabeth Arden's digital marketing planning, to analyse Elizabeth Arden's competitive environmental mapping and to analyse Elizabeth Arden's digital marketing strategy to increase competitiveness. The methodology used in this study uses a qualitative approach. The data sources used are primary and secondary data sources obtained from observation, interviews and documentation. The population in this study was unknown because of the extent of the research studies discussed, so that the research informants used to achieve the research objectives were as many as five people. Formulating the results of research strategies using SWOT analysis and e-marketing, while measuring consumer ratings using thematic analysis. The results of the SWOT analysis show that Elizabeth Arden Indonesia has strengths in terms of products that keep up with the times and often innovate products with the help of sophisticated technology, making Elizabeth Arden products have premium content, while in terms of product prices Elizabeth Arden can be reached by various groups and all kinds of people. age of both women and men. In terms of marketing, Elizabeth Arden has business partners who have an extensive distribution network and have a good reputation among customers. The conclusion in this study Elizabeth Arden can optimize strengths and opportunities so as to reduce threats from competitors, Elizabeth Arden by improving products, promotions, locations and prices will affect consumer (customer) behaviour and get potential customers. This study has limitations, namely the number of respondents used is small and uses qualitative analysis.

Abstrak :
The background of this thesis was the starting of war in telecommunication sector after the government issued Act no 361199 about Telecommunication. The war became sharper when Telkom as an incumbent fixed telecommunication company must close its cross ownership toward all of subsidiary company with Indosat as the only one company who served in international telecommunication services, and when the government gave license to new entrants to enter to telecommunication sector. Telkom and Indosat must compete each other in all fields, include in fixed telecommunication sector. In this sector, Telkom as an incumbent must face Indosat as a new entrant. As an incumbent, Telkom must maintain its business growth. On the other hand, as new entrant, Indosat will attempt to defeat Telkom in the sector which as long was dominated by Telkom. This thesis was case study which focused on Competitive Intelligence Analysis based on Competitive Early Warning (CEW) Process. The purposes of this thesis were to describe Telkom's risk identification through anticipation and prediction toward Indosat's competitive moves, to describe the result of intelligence monitoring toward Indosat's competitive moves, and to create scenarios and strategy recommendations as intelligence product to support Telkom Management to win in fixed telecommunication battle field in Jakarta. Data was collected through four collection sources: people (human intelligence), objects, emanations and records. Analysis tools which were used in this thesis were: SWOT analysis to take new entrant's big picture look and predict new entrant's grand strategy, BCG Matrix to identify centre of gravity as the battle field in fixed telecommunication sector, CEW Process to map new entrant's competitive moves, and 5W+H Question to guide intelligence monitoring and analysis. The result of this thesis as the answer of key intelligence topics are: (1) Indosat has taken some competitive moves in fixed telecommunication battle field in Jakarta. Indosat has launched its fixed wire line product and fixed wireless product in some potential market niches in Jakarta. These competitive moves are triggered by the good prospect in fixed telecommunication business, the emerging of new technology, and the changing regulation in telecommunication sector. (2) In the beginning, Indosat has used aggressive grand strategy to enter in the fixed telecommunication market. In fixed wire line market, Indosat used frontal offensive and bypass offensive as tactical strategy. In fixed wireless market, Indosat used flank offensive as tactical strategy. Overall Indosat has not succeeded to take over Telkom's customer in Jakarta. Nevertheless, in fact, Indosat has succeeded to increase its leased customer drastically. (3) The war has not finished. Indosat is predicted will take other competitive moves. There are six possible scenarios: Guerilla Strategy, Encirclement Strategy, Position Strategy, Counter Offensive Strategy, Contraction Strategy, and By Pass Strategy. Some indicators inclined to show that Indosat will take Contraction Strategy. Thus, Telkom should focus on this strategy. The strategy recommendation to defeat Indosat's Contraction Strategy is Encirclement Strategy.