Strategy of Digital Marketing Company That Serve SME in Pandemic Era

Lim Sanny, Kyla Putra, William Widjaya, Beni Kelana

2021

Abstract

The aim of this study is to analyze the conditions of an advertising business in the midst of a pandemic crisis. The global pandemic have affected all sector in every country around the world, resulting a health, social, and economic crisis that affects directly and indirectly to a business. In order to survive in the high uncertainty, a company have to re-arrange their internal resources and re-identify the external conditions to formulate strategies to maneuver. Some of the tools to help companies formulate strategies are PESTEL to analyze external factors based on Political, Economy, Social, Technology, Environmental, and Legal sector mixed with Internal analysis identifying Strength and Weakness of a company. This study use qualitative research method to gather information by interviewing informants from SME and studying documents to confirm the interview results. The result of the internal and external factors will be matched with TOWS matrix and STP to find the best strategy alternatives to be used in the current pandemic. From the strategy alternative result, it can be concluded what strategy an advertising company have to use to survive in the crisis.

Paper Citation

in Harvard Style

Sanny L., Putra K., Widjaya W. and Kelana B. (2021). Strategy of Digital Marketing Company That Serve SME in Pandemic Era. In Proceedings of the 2nd International Conference on Recent Innovations - Volume 1: ICRI, ISBN 978-989-758-602-6, pages 215-220. DOI: 10.5220/0011243700003376

in Bibtex Style

@conference{icri21,
author={Lim Sanny and Kyla Putra and William Widjaya and Beni Kelana},
title={Strategy of Digital Marketing Company That Serve SME in Pandemic Era},
booktitle={Proceedings of the 2nd International Conference on Recent Innovations - Volume 1: ICRI,},
year={2021},
pages={215-220},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011243700003376},
isbn={978-989-758-602-6},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Recent Innovations - Volume 1: ICRI,
TI - Strategy of Digital Marketing Company That Serve SME in Pandemic Era
SN - 978-989-758-602-6
AU - Sanny L.
AU - Putra K.
AU - Widjaya W.
AU - Kelana B.
PY - 2021
SP - 215
EP - 220
DO - 10.5220/0011243700003376