Melani, Reni and Eka Agustiningtias,, S.AB., M.AB. (2024) Evaluasi Penerapan Cold Calling Dalam Mengembangkan Pasar B2b (Business To Business) Di Pt Movus Technologies Indonesia. Diploma thesis, Universitas Brawijaya.
Abstract
Persaingan bisnis dengan pemanfaatan teknologi membuat perusahaan berupaya untuk mempertahankan bisnis baik dengan upaya inovasi produk maupun strategi pemasaran. Dalam melakukan strategi pendekatan pemasaran perlu perencanaan yang tepat dan bersifat jangka panjang sesuai dari segmentasi pasar perusahaan. Pada pasar B2B (business to business) terdapat beberapa cara yang dapat digunakan dalam pendekatan pasar, salah satunya cold calling. Penerapan teknik cold calling membantu perusahaan dalam riset pasar sehingga dapat mengetahui peluang pasar bagi produk terhadap segmentasi yang ditetapkan, seperti yang dilakukan oleh PT Movus Technologies Indonesia. Penelitian ini bertujuan untuk mengetahui evaluasi penerapan cold calling dalam mengembangkan pasar B2B (business to business) di PT Movus Technologies Indonesia. Pada penelitian ini, penulis menggunakan metode kualitatif deskriptif dengan melakukan observasi secara langsung dan wawancara kepada narasumber dari pihak PT Movus Technologies Indonesia. Berdasarkan hasil penelitian ditemukan bahwa penerapan cold calling di PT Movus Technologies Indonesia dinilai efektif dalam mengembangkan pasar B2B (business to business). Meskipun belum maksimal dalam memberikan dampak menjalin kerja sama dan peningkatan penjualan pasar B2B (business to business), namun tujuan perusahaan dalam riset pasar B2B (business to business) tercapai melalui cold calling. Ketidakberhasilan cold calling dalam mendapatkan prospek dikarenakan adanya kendala yang terjadi dalam penerapan cold calling baik secara internal maupun eksternal menjadi hambatan dalam keberhasilan cold calling di mana program dan harga kendala utama. Perencanaan dan penentuan program serta harga menjadi poin utama dalam upaya pengembangan pasar B2B (business to business).
English Abstract
Business competition with the use of technology makes companies strive to maintain business both with product innovation efforts and marketing strategies. Carrying out a marketing approach strategy needs proper planning and is long-term according to the company's market segmentation. In the B2B (business-to-business) market, several ways can be used in the market approach, one of which is cold calling. Applying cold calling techniques helps companies in market research to find market opportunities for products against the segmentation set, as carried out by PT Movus Technologies Indonesia. This study aims to determine the evaluation of the application of cold calling in developing B2B (business to business) markets at PT Movus Technologies Indonesia. In this research, the author uses a descriptive qualitative method by conducting direct observation and interviews with sources from PT Movus Technologies Indonesia. Based on the study's results, it was found that the application of cold calling at PT Movus Technologies Indonesia was considered effective in developing the B2B (business-to-business) market. Although it has not been optimal in providing the impact of establishing cooperation and increasing B2B (business-to-business) market sales, the company's objectives in B2B (business-to-business) market research are achieved through cold calling. The unsuccessfulness of cold calling in getting prospects is due to the obstacles that occur in applying cold calling both internally and externally which become obstacles to the success of cold calling where programs and prices are the main obstacles. Planning and determining programs and prices are the main points in efforts to develop the B2B (business-tobusiness) market.
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 052417 |
| Uncontrolled Keywords: | Bisnis, Pasar B2B (business to business), Cold Calling |
| Divisions: | Program Vokasi > D3 Administrasi Bisnis |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 17 Sep 2024 08:09 |
| Last Modified: | 17 Sep 2024 08:09 |
| URI: | http://repository.ub.ac.id/id/eprint/225797 |
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