Analysis of Appropriate Marketing Strategies for PT. Investa Hipa Teknologi (HiPajak)

Abstract

HiPajak has five years of experience in the tax industry and has encountered persistent challenges in meeting its sales and revenue objectives. This research seeks to critically assess the effectiveness of the current marketing strategies employed by HiPajak and to propose new strategies that are more closely aligned with the company's evolving needs. Utilizing a qualitative methodology, this study thoroughly analyses HiPajak's financial and marketing records, complemented by in-depth interviews with the company's CEO. The data analysis process is meticulously conducted, encompassing several stages, such as data reduction and triangulation, to ensure the precision and relevance of the insights derived. The findings reveal that although the existing marketing strategies have yielded some success, substantial areas require improvement, particularly in adapting these strategies to dynamic market conditions and customer expectations. Consequently, this study advocates for developing more flexible and targeted marketing strategies better suited to achieving realistic sales and revenue targets. These newly proposed strategies are expected to significantly enhance HiPajak's marketing effectiveness and support the company in realizing its long-term business goals.