Marketing Strategy Implementation for Business Plan at Material Handling Rental Services Startup LogisMe

https://doi.org/10.35912/simo.v6i1.3595
Published: Mar 25, 2025

Abstract:

Purpose: This study aims to analyze the marketing strategies and operational practices of LogisMe, a logistics company focused on material handling. It explores the use of the B2B model, NICE marketing mix, and Porter’s Generic Strategy for market differentiation. Additionally, the research examines customer relationship management, relationship marketing, digital marketing, and employee expertise in enhancing sales effectiveness.

Methodology/approach: This research employs a qualitative approach, gathering data from LogisMe’s internal documents, marketing strategies, and operational plans. A case study method is used to gain an in-depth understanding of the company's marketing practices. Data were collected through interviews with key management personnel and analyzed using the Sales Effectiveness Drivers framework, which consists of five elements: definer, shaper, exciter, enlightener, and controller drivers. Each of these elements was assessed to determine their impact on LogisMe’s sales force structure and marketing strategies.

Results/findings: The study reveals that LogisMe successfully leverages its B2B model by employing the NICE marketing mix strategy to foster strong business networks and customer engagement. By focusing on specific market segments and utilizing Porter’s differentiation strategy, LogisMe has been able to carve a niche in the logistics industry. The company’s investment in skilled employees, digital marketing, and relationship marketing further contributes to its sales effectiveness. The Sales Effectiveness Drivers framework has helped LogisMe optimize its sales force structure and activities, resulting in improved operational efficiency and market competitiveness.

Limitations: The study is limited to LogisMe’s current operations and marketing strategies, which may not fully capture long-term trends or challenges in the logistics and warehousing sector. Additionally, the research is based on qualitative data from a single company, which may limit the generalizability of the findings to other logistics firms or industries.

Contribution: This research contributes to the understanding of how B2B companies in the logistics industry can use strategic marketing and operational frameworks to enhance their sales effectiveness and competitiveness. It provides a practical application of the NICE marketing mix, Porter's Generic Strategy, and the Sales Effectiveness Drivers framework in the context of logistics and warehousing. The study offers valuable insights for other companies aiming to differentiate themselves and optimize their sales and marketing efforts

Novelty: The novelty of this study lies in its exploration of the NICE marketing mix in a B2B logistics setting, combined with the use of the Sales Effectiveness Drivers framework. This integration provides a unique perspective on how logistics companies can align their marketing and sales strategies with organizational goals to achieve differentiation and enhance customer relationships in a competitive market.

Keywords:
1. Business Development
2. Marketing Plan
3. Material Handling
4. Strategic Planning
Authors:
1 . Rosdiana Rosdiana
Faculty of Economic and Business, Universitas Esa Unggul
2 . Rhian Indradewa
3 . Edi Hamdi
4 . Ketut Sunaryanto
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How to Cite
Rosdiana, R., Rhian Indradewa, Edi Hamdi, & Ketut Sunaryanto. (2025). Marketing Strategy Implementation for Business Plan at Material Handling Rental Services Startup LogisMe. Studi Ilmu Manajemen Dan Organisasi, 6(1), 95–110. https://doi.org/10.35912/simo.v6i1.3595
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Issue & Section
Vol. 6 No. 1 (2025): April
Articles
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  1. Afriani, R., Indradewa, R., Yanuar, T., & Syah, R. (2019). Brand Communications Effect, Brand Images, and Brand Trust Over Loyalty Brand Building at PT Sanko Material Indonesia. Journal of Multidisciplinary Academic , 3(3).
  2. Alansori, A., Listyaningsih, E., Yuliansyah, Y., Lukman, I., & Sariningsih, E. (2021). Pengaruh Total Quality Management, teknologi dan budaya organisasi terhadap kinerja manajerial. Jurnal Akuntansi, Keuangan, Dan Manajemen, 2(2), 129–139. https://doi.org/10.35912/jakman.v2i2.204
  3. Arnova, I. (2022). Analisis Faktor-Faktor Usaha Berkelanjutan bagi UMKM di Kabupaten Bengkulu Tengah. Jurnal Akuntansi, Keuangan, Dan Manajemen, 3(2), 117–125. https://doi.org/10.35912/jakman.v3i2.966
  4. Ayu Purwati, A., & Kristanto, K. (2019). The Effect of Brand Image, Product Differentiation, And Relationship Marketing Strategy on Purchasing Decision of Toyota Brand Cars in Pekanbaru (Case Study on Toyota Agung Harapan Jaya). Procuratio: Jurnal Ilmiah Manajemen, 7(3), 286–296. http://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/PROCURATIO/index
  5. Barua, S. (2016). The role of experience in facilitating networking in a B2B context. King’s College London.
  6. Batarlien?, N., & Jaraš?nien?, A. (2024). Improving the Quality of Warehousing Processes in the Context of the Logistics Sector. Sustainability, 16(6), 2595.
  7. Bouh, M. A., & Riopel, D. (2015). Material handling equipment selection: New classifications of equipments and attributes. Paper presented at the 2015 International Conference on Industrial Engineering and Systems Management (IESM).
  8. Candra, E., & Sunaryanto, K. (2023). Pengaruh Harga, Kualitas Produk, Kualitas Pelayanan Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan. Business and Investment Review (BIREV) , 1(5).
  9. Çizmeci, F., & Ercan, T. (2015). The Effect of Digital Marketing Communication Tools in the Creation Brand Awareness By Housing Companies. C?LT, 10(2), 149–161. www.megaronjournal.com.
  10. D?wiarek, M., & Lata?a, A. (2016). Analysis of occupational accidents: prevention through the use of additional technical safety measures for machinery. International journal of occupational safety and ergonomics, 22(2), 186-192.
  11. Hadi, D. P., & Indradewa, R. (2019). The Service Quality Effect on Corporate Reputation, Customers Satisfaction, and Loyalty. Journal of Multidisciplinary Academic 51 JoMA, 03(03).
  12. Halimatussaadah, H., & Faeni, D. P. (2024). Determinan Motivasi, Potensi Berbasis Kompetensi Serta Pelatihan dan Pengembangan terrhadap Kinerja Karyawan yang Dimoderasi Pengalaman Kerja Balai Lelang: Studi Kasus Balai Lelang XYZ (Determinants of Motivation, Competency-Based Potential and Training and Development on Employee Performance Moderated by Work Experience at Auction House: Case Study XYZ Auction House). 5(4), 527–541. https://doi.org/10.35912/jakman.v5i4.3470
  13. Hama Kareem, J. A., Mohammed, B. I., & Abdulwahab, S. A. (2022). Optimal materials handling equipment and defective product reduction skills in enhance overall production efficiency. SAGE Open, 12(4), 21582440221128769.
  14. Kamasak, R. (2017). The contribution of tangible and intangible resources, and capabilities to a firm’s profitability and market performance. European journal of management and business economics, 26(2), 252-275.
  15. Kusnandar, V. B. (2022). Sektor Pergudangan Tumbuh 5,03% pada 2021, Ini Pendorongnya. https://databoks.katadata.co.id/datapublish/2022/03/15/sektor-pergudangan-tumbuh-503-pada-2021-ini-pendorongnya
  16. Liu, W., Liang, Y., Bao, X., Qin, J., & Lim, M. K. (2022). China's logistics development trends in the post COVID-19 era. International Journal of Logistics Research and Applications, 25(6), 965-976.
  17. Lopes, A. R., & Casais, B. (2022). Digital content marketing: Conceptual review and recommendations for practitioners. Academy of Strategic Management Journal, 21(2), 1-17.
  18. Mulyana, Y., & Hamdi, E. (2023). Business Marketing Planning At Simpel Om Platform Company Construction Materials Sector" PT Simpel OM Unggulan. Syntax Admiration, 4(12), 2249.
  19. Pranata, A., Yanuar, T., Syah, R., & Anindita, R. (2020). Interpersonal Trust Impact on Moderate Customer Satisfaction by Product Quality and Brand Image. Journal of Multidisciplinary Academic, 4(1).
  20. Puspitasari, N., Yanuar, T., Syah, R., Indradewa, R., & Sunaryanto, K. (2024). Strategi Pemasaran dan Rencana Pemasaran Pada Proyek Pengembangan Usaha Laboratorium Daksa Medik. Journal of Social and Economics Research (JSER), 6(1), 1299–1310. https://idm.or.id/JSER/index.
  21. Rahellea, S. L., & Rianto, M. R. (2023). Literatur Review: Pengaruh Kualitas Produk, Harga dan Loyalitas terhadap Kepuasan Konsumen Kopi Nako. Studi Ilmu Manajemen Dan Organisasi, 4(1), 63–73. https://doi.org/10.35912/simo.v4i1.1782
  22. Septi, S. P., & Nurtjahjadi, E. (2023). Pengaruh Kualitas Produk dan Harga terhadap Minat Beli Ulang Konsumen Hand and Body Lotion Marina di Kota Bandung. Jurnal Akuntansi, Keuangan, Dan Manajemen, 4(3), 173–183. https://doi.org/10.35912/jakman.v4i3.1935
  23. Yanuar Rahmat Syah, T., & Pusaka, S. (2018). Application of Segmenting, Targeting And Positioning (STP) and Networking, Interaction, Common Interest and Experience (NICE) Model On Startup Company of Service Provider in Indonesia. Scientific Journal of PPI-UKM Social Sciences and Economics, 5(1). https://doi.org/10.27512/sjppi-ukm/ses/a21012018
  24. Yusuf, M., Yanuarrahmat Shah, T., Pusaka, S., & Sunaryanto, K. (2022). Analysis of Segmenting, Targeting, Positioning and Marketing Mix Strategies on the Yonly Glass Processor and Application GlassBusiness Plan. In American International Journal of Business Management (AIJBM) (Vol. 5).
  25. Zaidan, M., & Hamdi, E. (2023). Promosi Harga, Kualitas Makanan, Citra Merek, Nilai Persepsi, Kualitas Pelayanan Yang Mempengaruhi Word Of Mouth Dan Niat Membeli Kembali Yang Di Mediasi Kepuasan Pelanggan Brand “Chatime” Umur 18-24 Tahun Di Bekasi. Jurnal Ekonomi Dan Bisnis, 24(1), 38–53.