Proceedings of the 2nd International Conference of Business, Accounting and Economics, ICBAE 2020, 5 - 6 August 2020, Purwokerto, Indonesia

Research Article

Implementing Promotional Mix at an SME with the Help of Business Coaching

Download367 downloads
  • @INPROCEEDINGS{10.4108/eai.5-8-2020.2301189,
        author={Muhammad Hilmy Hawari and Lily  Sudhartio},
        title={Implementing Promotional Mix at an SME with the Help of Business Coaching },
        proceedings={Proceedings of the 2nd International Conference of Business, Accounting and Economics, ICBAE 2020,  5 - 6 August 2020, Purwokerto, Indonesia},
        publisher={EAI},
        proceedings_a={ICBAE},
        year={2020},
        month={10},
        keywords={business coaching; digital marketing; promotional mix; sales promotion; shoe laundry; sme},
        doi={10.4108/eai.5-8-2020.2301189}
    }
    
  • Muhammad Hilmy Hawari
    Lily Sudhartio
    Year: 2020
    Implementing Promotional Mix at an SME with the Help of Business Coaching
    ICBAE
    EAI
    DOI: 10.4108/eai.5-8-2020.2301189
Muhammad Hilmy Hawari1,*, Lily Sudhartio1
  • 1: Universitas Indonesia, Salemba, Jakarta, Indonesia
*Contact email: hilmy.hawari@gmail.com

Abstract

This paper describes the process of business coaching in a Small and Medium Enterprise (SME). The purpose of this study is to help an SME to resolve their problems. This study consists of several steps including problem identification, strategy formulation, strategy implementation, and then strategy observation and evaluation. The outcome of this study is to implement the most appropriate strategy. This research tries to design promotional mix to resolve problems faced by an SME. To give a thorough perspective on the usage of this approach, a case study using Soul Sepatu, an SME engaged in the shoe laundry industry in Rawamangun, Jakarta, Indonesia, is conducted.