Proposed Marketing Strategy for New Entry Markets in Breast Milk Courier Business (Case Study: Jesika by JNE)

Abstract

Over time, the need for logistics is increasing to meet the needs of the community, one of which is sending breast milk. JNE is one of the providers of breast milk courier services through one of its products called Jesika which picks up breast milk instantly. With the increase in female workers in parts of Indonesia, Jesika plans to clone her business to other cities such as Surabaya and Bandung. The strategy begins by analyzing external and internal conditions through PESTLE, Porter's five forces, competitor analysis, internal analysis through STP analysis, 7Ps, and resource-based view. The marketing strategy will be outlined based on the answer matrix, namely market development and will decrease to SWOT with the outcome tows matrix. Based on the results of the analysis, Jesika already has a good position as a breast milk courier but the lack of effort to promote on social media makes her less well known. This is also a suggestion so that Jesika can promote her services to social media, especially Instagram.