Design Strategic Imperatives for Transformation in the Conventional Market Business in Indonesia

Abstract

The impact of the Covid-19 pandemic has a negative influence on conventional market businesses in many developing countries in the world. Several companies that conduct conventional marketing activities have difficulty reaching their consumers. This paper designs a transformation strategy from conventional sales activities to Strategic Smart Market as the main challenge for conventional market businesses. Its to change the mind set and business strategy of an ordinary market towards a smart thinking-based market in Indonesia. The method used in this paper is a collaboration of internal marketing and external marketing approaches by optimizing the function of employees to engage in product sales activities. As a first step the authors identify market segmentation, market share, sales structure and integration of contributions across functions and product supply chains. The results of this study are coherent and integrated business strategies that change conventional marketing methods into smarter strategies that can improve the performance of activities, start from promotion cost, cost delivery, sales wages, customer prospect, interaction with marketing facilities, new customers targets, expanding target market, customer feedback and product information activities.