Key External Stakeholders of Tereos FKS Indonesia and How to Reach Them Through Digital Marketing

RULIO IMMANUEL, Lindsay Walker

2019 | Skripsi | S1 MANAJEMEN

Tereos FKS Indonesia, pemimpin produsen pengelolah jagung di Indonesia menemukan berbagai kesulitan dalam menentukan stakeholders terpenting mereka dan mencari cara yang paling efektif dan efisien untuk berintraksi dengan mereka karena mereka memiliki sumber daya yang sangat minim. Penelitian membuktikan bahwa praktik dari memprioritaskan aktifitas akan meningkatkan efektifiktas dan efisiensi sumber daya dalam hal waktu, finansial, dan juga sumber daya manusia untuk bertahan di persaingan industri yang sangat ketat. Studi ini bertujuan untuk membantu Tereos FKS Indonesia memprioritaskan dan juga menjaga hubungan baik dengan pemangku kepentingan eksternal dengan cara yang paling efektif dari sudut pandang departemen komersial. Pertanyaan yang diajukan adalah “ Siapa Key External Stakeholders PT Tereos FKS Indonesia dan Bagaimana Caranya Berinteraksi Dengan Mereka Melalui Digital Marketing”. Key External Stakeholders didefinisikan sebagai daftar prioritas dan Digital Marketing didefinisikan sebagai cara berkomunikasi melalui media digital. Berdasarkan konsep visibilitas dan pareto, studi ini dilakukan melalui wawancara dan observasi bersama dengan direktur komersial PT Tereos FKS Indonesia. Studi ini dilakukan melalui interaksi langsung antara peneliti dengan pemangku-pemangku kepentingan sebagai bagian dari tim komersial perusahaan ini. Hasil dari studi ini menunjukan bahwa key external stakeholders PT Tereos FKS Indonesia adalah pemerintah, pelanggan, dan juga calon pegawai karena dampak terbesar mereka terhadap perusahaan ini. Praktik Digital Marketing dilakukan melalui pembuatan web, LinkedIn dan Google Business Suite sebagai cara yang paling efektif yang dapat dilakukan di waktu yang singkat. Kesimpulannya, praktik memprioritaskan merupakan hal yang esensial untuk dilakukan untuk mencapai efisiensi dan efektifitas maksimum.

Tereos FKS Indonesia, Indonesia is leading corn wet milling company found difficulties in prioritizing their key external stakeholders and implementing the most effective ways to reach them since they have a very limited resources to be allocated at. Research has shown that the practice of prioritizing would increase the effectiveness and efficiency of resources in terms of time, financial, and human capital in order to sustain within the fierce competition of the industry. This study aims to help Tereos FKS Indonesia prioritizing and maintaining good relations with its external stakeholders with the most effective method from the basis of commercial department activities. Therefore, the question raised would be: "who is the key external stakeholders of Tereos FKS Indonesia and how to reach them through digital marketing". Key external stakeholders is defined as the prioritized stakeholders among all the list and digital marketing would be defined as the communication of messages and values through digital technologies. Based on the concept of feasibility and pareto control, the study was done through an interview and observation together with the commercial director of Tereos FKS Indonesia. The study was done through direct involvement and interaction of the researcher with the external stakeholders as a part of commercial team along with the implementation of digital marketing practice in the company. The results of the analysis showed that the key external stakeholders of Tereos FKS Indonesia is the government, potential customers, and potential talents since it has the most impactful role among all the existing external stakeholders within the commercial department. The digital marketing practice implemented would be website feature, LinkedIn, and Google business suite since it is the most feasible method to be adopted within a short period of time. In conclusion, the practice of prioritizing would be very essential for every company due to the limited resources each company has to reach its optimum effectiveness and efficiency.

Kata Kunci : Marketing, Digital Marketing, B2B, Corn, Food Commodity