Putra, Andaru (2024) Strategic marketing analysis of golf course company "PT XYZ" : leveraging digital marketing transformation. (Individual Project). Graduate thesis, Institut Ipmi.

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Abstract

This project provides a strategic marketing analysis for PT XYZ, the largest golf course management and property development company in Indonesia. The golf industry in Indonesia has experienced significant growth, driven by increasing interest in recreational activities, particularly among younger and tech-savvy demographics. However, despite being an industry leader, PT XYZ has not fully capitalized on this trend, facing challenges such as outdated marketing strategies, limited digital presence, and ineffective customer engagement. The primary objectives of this project are to improve PT XYZ’s marketing strategies, enhance its digital marketing efforts, and address the company's fragmented brand identity. To achieve these objectives, a comprehensive approach is employed, integrating various methodologies such as the 7Ps of marketing, Integrated Marketing Communications (IMC) Framework, SWOT, TOWS, PESTLE, and VRIO analysis. The project is structured over a six-month timeline, which includes extensive data collection, analysis, and strategic planning. Key deliverables comprise a Marketing Strategy Report, Digital Marketing Plan, Market Segmentation and Targeting Framework, and Brand Identity Enhancement Plan. The discussion emphasizes the importance of aligning marketing strategies with current market trends and consumer behavior, highlighting that PT XYZ's outdated approach has led to missed opportunities and a weakened market position. The conclusion underscores the necessity for PT XYZ to adopt more innovative and digitally focused marketing strategies to remain competitive. Implications of the findings suggest that investing in digital marketing platforms, enhancing customer engagement through personalized experiences, and refining brand identity can significantly improve market positioning. Limitations include reliance on secondary data and a focus on the Indonesian market, which may not fully capture global industry trends. Recommendations for future research involve conducting primary studies to gain deeper insights into consumer preferences and competitive analysis study with similar company. Keywords : Strategic Marketing, Digital Marketing, Brand Identity, Consumer Engagement, Golf Industry

Item Type:	Thesis (Graduate)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HM Sociology
Divisions:	Thesis > Master of Business Administration
Depositing User:	Gana Royana Putri
Date Deposited:	14 Jun 2025 03:43
Last Modified:	14 Jun 2025 03:43
URI:	http://repository.ipmi.ac.id/id/eprint/2744

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