Innovation and Marketing Strategy for It Services in XYZ Consulting Business at PT XYZ
DOI:
https://doi.org/10.58344/jws.v3i12.1258Keywords:
innovation, marketing, strategic managementAbstract
PT XYZ, a leading Information Technology (IT) company in Indonesia, has an IT consulting division, XYZ Consulting Services, which is essential in providing IT solutions to clients. Along with the rapid development of Industry 4.0, competition in the IT consulting services sector is getting tougher. Service innovation is key to maintaining a competitive advantage and increasing market share. This research aims to deeply analyze the innovation and marketing strategies implemented by XYZ Consulting Services to strengthen the company's position in the IT consulting market. This research combines interview and observation methods to collect primary and secondary data using a qualitative approach. SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis and BCG (Boston Consulting Group) matrix were used to identify internal and external factors affecting the company. The research results are expected to determine the types of relevant service innovations and effective marketing strategies that XYZ Consulting Services will implement. In addition, this research will also provide strategic recommendations that can support PT XYZ in achieving its business objectives, namely strengthening its competitive position in the dynamic IT consulting market.
References
Affandi, Y., Ridhwan, M. M., Trinugroho, I., & Hermawan Adiwibowo, D. (2024). Digital adoption, business performance, and financial literacy in ultra-micro, micro, and small enterprises in Indonesia. Research in International Business and Finance, 70. https://doi.org/10.1016/j.ribaf.2024.102376
Czapla, T., Glinkowska-Krauze, B., Chebotarov, V., & Chebotarov, I. (2023). Cross-cultural marketing management: foundations of formation, content, and role in the development of the information economy. Procedia Computer Science, 225, 2845–2855. https://doi.org/10.1016/j.procs.2023.10.277
Friess, M., Haumann, T., Alavi, S., Ionut Oproiescu, A., Schmitz, C., & Wieseke, J. (2024). The contingent effects of innovative digital sales technologies on B2B firms’ financial performance. International Journal of Research in Marketing. https://doi.org/10.1016/j.ijresmar.2024.05.004
Graesch, J. P., Hensel-Börner, S., & Henseler, J. (2024). Customer success management through alignment of marketing, sales and IT. Industrial Marketing Management, 120, 1–14. https://doi.org/10.1016/j.indmarman.2024.05.004
Guo, X., Li, M., Wang, Y., & Mardani, A. (2023). Does digital transformation improve the firm’s performance? From the perspective of digitalization paradox and managerial myopia. Journal of Business Research, 163. https://doi.org/10.1016/j.jbusres.2023.113868
Hernández, A. C. C., Puello, A. C., & G, J. J. H. (2024). Marketing and social networks. External strategic analysis of a company providing digital advertising services. Procedia Computer Science, 241, 360–364. https://doi.org/10.1016/j.procs.2024.08.048
Huwaida, L. A., Yusuf, A., Satria, A. N., Darmawan, M. A., Ammar, M. F., Yanuar, M. W., Hidayanto, A. N., & Yaiprasert, C. (2024). Generation Z and Indonesian Social Commerce: Unraveling key drivers of their shopping decisions. Journal of Open Innovation: Technology, Market, and Complexity, 10(2). https://doi.org/10.1016/j.joitmc.2024.100256
Kurpiela, S., & Teuteberg, F. (2023). The changing role and competence profiles of strategic oriented jobs in times of product-service systems and business analytics: An analysis of job advertisements. Computers in Industry, 149. https://doi.org/10.1016/j.compind.2023.103931
McCauley, J., Maggard, A., Barlow, R., & Kush, J. (2024). Open conversations: Finding ways to improve communication between family forest landowners and consulting foresters. Trees, Forests and People, 18. https://doi.org/10.1016/j.tfp.2024.100681
Nayal, K., Raut, R. D., Mangla, S. K., Kumar, M., Tu?ek, D., & Gavurova, B. (2023). Achieving market performance via industry 4.0 enabled dynamic marketing capability, sustainable human resource management, and circular product design. Industrial Marketing Management, 115, 86–98. https://doi.org/10.1016/j.indmarman.2023.09.010
Nucci, F., Puccioni, C., & Ricchi, O. (2023). Digital technologies and productivity: A firm-level investigation. Economic Modelling, 128. https://doi.org/10.1016/j.econmod.2023.106524
Nugroho, T., Balijepalli, C., & Zukhruf, F. (2024). Analysing wholesale market development strategies for decongesting city centre considering retailers’ procurement choices. Case Studies on Transport Policy, 18. https://doi.org/10.1016/j.cstp.2024.101278
Preciado-Hoyos, Á., Nivia-Flórez, A. M., & Correales-Rivas, J. P. (2017). The strategic orientation of communications consulting firms in Colombia. Public Relations Review, 43(2), 406–416. https://doi.org/10.1016/j.pubrev.2017.02.003
Rajani, R. L., Heggde, G. S., Kumar, R., & Chauhan, P. (2022). Demand management strategies role in sustainability of service industry and impacts performance of company: Using SEM approach. Journal of Cleaner Production, 369. https://doi.org/10.1016/j.jclepro.2022.133311
Sharma, G. D., Taheri, B., Cichon, D., Parihar, J. S., & Kharbanda, A. (2024). Using innovation and entrepreneurship for creating edge in service firms: A review research of tourism and hospitality industry. Journal of Innovation and Knowledge, 9(4). https://doi.org/10.1016/j.jik.2024.100572
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Yones Fitra Deliyandra, Tongam Sirait
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
