Strategi Pemasaran Perusahaan Furniture CV. Orcard Collection Dalam Mempertahankan Usaha Furniture Pada Masa Peralihan Pandemi Ke Endemi Covid-19

  • Melen Fitria Senna Ayrdelan Universitas Islam Indonesia
  • Erlita Ridanasti Universitas Islam Indonesia
Keywords: Strategi Pemasaran, Bauran Pemasaran, Covid-19

Abstract

Building an existence in the furniture industry, CV Orcard Collection, a company that focuses on the production of wooden and rattan furniture, has faced various challenges in following the fast-changing market dynamics. Thus, there is a need for an in-depth analysis of the marketing strategies implemented by CV Orchard Collection in order to maintain and increase market share. Therefore, this research was conducted with the aim of analyzing the marketing strategy through Segmentation, Targeting, and Positioning (STP) applied by CV Orcard Collection and analyzing the 7P marketing mix elements (Product, Price, Place, Promotion, People, Process, and Physical Evidence) used by CV Orchard Collection in maintaining the furniture business during the transition from pandemic to Covid-19 endemic. The results of the STP analysis show that CV Orcard Collection has succeeded in identifying relevant market segments and determining the right target market, as well as positioning itself as a provider of wood and rattan furniture products with superior quality. In the context of the 7P marketing elements, the company has considered aspects such as product quality, appropriate pricing, effective distribution strategies, appropriate promotion, and attention to customer service and production processes.  The conclusion from the analysis is that CV Orcard Collection has implemented an effective marketing strategy with the STP approach, focusing on market segmentation based on geographic, and psychographic consumers. By targeting property business owners and business people, and positioning itself through the tagline "3T", the company has succeeded in maintaining business sustainability. In the context of the 7Ps, CV Orcard Collection highlights its superior products, sets prices with a customized formula, and utilizes strategic physical locations, promotional efforts are focused on digital marketing, building positive relationships with consumers, ensuring production processes according to the tagline and maintaining a reputation as a high-quality furniture manufacturer.  Therefore, this research can be a constructive suggestion for CV Orcard Collection to continue to update market segmentation and diversify target markets, maintain product quality consistency, and utilize local distribution and online platforms, while increasing visibility through social media, customer service, and production process efficiency, and strengthening branding and supporting facilities to improve consumer perception and company competitiveness.

References

Andika Isma, Andi Hidayatullah, Agung Winarno, Agus Setyawan, 2020, Strategi Pemasaran Bengkel Las di Era New Normal Pasca Pandemi Covid-19. Tinjauan Administrasi Bisnis Pinisi.
Assauri, Sofjan, 2013, Manajemen Pemasaran. Jakarta: Rajawali Pers.
Chen, Xuanyi, 2021, Apple Inc. Strategic Marketing Analysis and Evaluation. Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021).
Djaslim Saladin, 1991, Unsur-Unsur Inti Pemasaran Dan Manajemen Pemasaran. Bandung: Mandar Maju.
Duncan, Tom. 2002, Principles of Advertising & IMC. Second Edition. New York: The. McGraw-Hill Companies, Inc.
Effendy, Onong Uchjana, 2013. Ilmu Komunikasi Teori dan Praktek. Bandung: PT Remaja Rosdakarya.
Fernos, J., & Ayadi, A. S, 2023, ‘Pengaruh Bauran Pemasaran Terhadap Minat Beli Konsumen Pada Toko Donat Madu Lapai’. Jurnal Valuasi: Jurnal Ilmiah Ilmu Manajemen dan Kewirausahaan, 3(2), 593-604. https://doi.org/10.46306/vls.v3i2.208
Fika Dwi Rahmania, Budi Eko Soetjipto, Wening Patmi Rahayu, 2018, ‘Pemasaran Online Menggunakan Media Sosial Dilakukan oleh Pengusaha Bintang Up di Kabupaten Kediri’. Jurnal Pendidikan: Teori, Penelitian, dan Pengembangan. Volume: 3 Nomor: 5 Bulan Mei Tahun 2018 Halaman: 641—647.
Haque, Marissa Grace, 2020, ‘Pengaruh Pemanfaatan Pemasaran Digital dan Media Promosi terhadap Bakpia Patok Yogyakarta SMES’ Sales Performance’. Jurnal Ilmiah Ilmu Administrasi Publik: Jurnal Pemikiran dan Penelitian Administrasi Publik.
Irdha Yanti Musyawarah, Desi Idayanti, 2022, ‘Analisis Strategi Pemasaran Untuk Meningkatkan Penjualan Pada Usaha Ibu Bagas di Kecamatan Mamuju’. Jurnal Ilmiah Ilmu Manajemen Vol 1, No 1 (2022) ISSN (cetak) 2621-7406 ISSN (online) 2656-6265 4.
Kasali, Rhenald, 2005, Membidik Pasar Indonesia. Jakarta: Gramedia Pustaka Utama.
Kotler dan Keller, 2015, Manajemen Pemasaran. Edisi 13 Jilid 1. Jakarta: Erlangga.
Kotler P, 2012, Manajemen Pemasaran, Edisi 12 Jilid 2. Jakarta: Indeks.
Kotler, Philip & Gary Armstrong, 2009, Prinsip-Prinsip Pemasaran, Edisi 12 Jilid 1 & 2. Jakarta : Erlangga.
Lavianto, S, 2022, ‘Analisis STP (Segmentation, Targeting, Positioning) Pada Lembaga Pendidikan XYZ’. Jurnal Informatika Teknologi Dan Sains (Jinteks), 4(1), 59-64. https://doi.org/10.51401/jinteks.v4i2.2037
Lestari, A., & Aslami, N, 2022, ‘Strategi Pemasaran Produk Asuransi Syariah’. Mimbar Kampus: Jurnal Pendidikan Dan Agama Islam, 21(2), 80-89. https://doi.org/10.47467/mk.v21i2.882
Liliweri. Alo, 2011, Komunikasi: Serba Ada Serba Makna. Jakarta: Kencana.
Maimunah, M., & Suji’ah, U, 2023, ‘Bauran Pemasaran 7P dan Pengaruhnya Terhadap Kepuasaan Pelanggan Rumah Makan Mr. Teto Pusat, Perintis Kemerdekaan’, Kota Yogyakarta. Jemba: Jurnal Ekonomi, Manajemen, Bisnis Dan Akuntansi, 2(3), 179-194.
Moleong, J. L, 2015, Metode Penelitian Kualitatif. Bandung: PT Remaja Rosdakarya.
Prasetyo, Bambang Dwi dkk, 2018, Komunikasi Pemasaran Terpadu. Malang: UB Press.
Purwanto. 2021. ‘Strategi Pemasaran Pemulihan Bagi Produsen Tas Custom-Rumah Industri Pada Masa Pandemi Covid-19’. Jurnal Internasional Penelitian Ekonomi, Bisnis dan Akuntansi (IJEBAR) Vol-5 (edisi 2): 4.
Putri, Mutik Aromsin, 2020, Dampak Covid-19 Pada Perekonomian Indonesia. Seminar Nasional & Call for Paper Hubisintek.
Ries, Al. & Trout, Jack, 1987, The 22 Immutable Laws of Marketing, Jakarta, Elex Media Komputindo.

Ryan Antarizkia, Moh. Erfan Arif, 2022, ‘Pengaruh Pemasaran Digital Dan Elektronik Dari Mulut Untuk Pembelian Maksud’. Jurnal Manajemen Pemasaran dan Perilaku Konsumen.
Shalihah, Nur Fathiah, 2020, Total 1,9 Juta Pekerja Di-PHK dan Dirumahkan akibat Pandemi Virus Corona.
Sugiyono, 2022, Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Swastha, Basu Dharmamesta dan Handoko, T. Hani, 2012, Manajemen Pemasaran. Perilaku Konsumen.
Swastha, Basu, 2014, Pengantar Bisnis Modern. Jakarta: Salemba Empat.
Tjiptono & Chandra, G, 2012, Pemasaran Strategik. Edisi Kedua. Yogyakarta. Yogyakarta: ANDI.
Published
2024-05-22
Abstract viewed = 8 times
pdf downloaded = 5 times