ANALYSIS OF MARKETING STRATEGIES TO ADDRESS AUTOMATION COMPETITION IN DATA CENTER FACILITIES AT PT. IMAJI OTOMASI INTEGRA

Akhmad Auliya Fatahilah; Kasmad Kasmad; Rosa Lesmana

doi:10.62567/micjo.v3i3.2942

Authors

Akhmad Auliya Fatahilah Universitas Pamulang
Kasmad Universitas Pamulang
Rosa Lesmana Universitas Pamulang

DOI:

https://doi.org/10.62567/micjo.v3i3.2942

Keywords:

Data Center, Automation, Technology, Competition, SWOT, WOM, Portfolio, Competitive, Interview

Abstract

The growth of new building projects in the data center industry presents a strategic opportunity for contractors, especially in the field of automation systems. Automation systems enable increased operational efficiency, centralized monitoring, and optimized data network infrastructure management. Competitive positioning is crucial amidship a rising number of competitors offering similar services with more futuristic levels of automation. This study aims to analyze the marketing strategies applied by PT. Imaji Otomasi Integra in facing competition in automation systems for new data center building projects, focusing on how the offered local automation technology can compete with global products. The research used a qualitative descriptive approach through data collection from literature studies, field observations, and structured interviews with the company's internal management. The analysis was conducted to identify elements of marketing strategy, such as market segmentation, customer targeting, service positioning, marketing mix, and technology-based differentiation strategies. The results of the study indicate that the company is pursuing an aggressive growth strategy in quadrant 1. The total difference matrix of IFAS is 1.65, and the total difference matrix of EFAS is 0.56. The strategy that the company should implement involves increasing the promotion of a variety of monitoring system services, providing after-sales services, reducing downtime, utilizing word-of-mouth (WOM), and acquiring new owner customers for data center building projects in terms of network infrastructure, the automation system installation should be done to the maximum extent possible.

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