STRATEGY OF ADDING DISTRIBUTION CHANNEL THROUGH ONLINE MARKETING IN ORDER TO INCREASE SALES (BUSINESS COACHING AT SMALL MEDIUM ENTERPRISE YES CAKE AND BAKERY)

摘要

Purpose The purpose of this paper is to highlight the online marketing strategy and challenge to increase sales volume in small-medium enterprises for bakery industry in Indonesia. Design/Methodology/Approach This article features interview evidence gathered from women entrepreneur that working in family business. A series of structured interviews were conducted with the owner of YES Cake and Bakery in Jakarta. Subsequently, the results of the structured interviews were analyzed using qualitative analysis (business coaching approach) to decide the appropriate model of online marketing strategy for YES Cake and Bakery. Findings The findings show that the YES Cake and Bakery has established online marketing strategy through Website and Instagram to be implemented in marketing activities. The previous website that never be updated and contains old style so it can not generate increasing in sales volume. The Instagram account of YES Cake and Bakery isn't attractive in communication contents, feeds, and also the photos of the products. Moreover, integration of two channels (Website and Instagram) must be improved as a marketing process to generate more revenues and attract consumer's attention with the products. Research Limitations/Implications This research was only conducted in Indonesia particularly in region of Jakarta which focused on the small-medium enterprise which background is family business. Despite this limitation, the findings of this research enable the proper integrated communication of marketing that highlight increased revenue in sector bakery. Originality/Value This research will be beneficial in building the online strategy for bakery industry. The literature of this research enables researchers and practitioners to understand the model of multi-channel of marketing strategy.