Implementation of SOP Personal Selling and Website Development for B2B MSME: A Case Study of MSME Business Coaching

Abstract

With the growth of Indonesia’s economy, there has been a rise in demand for competency in Indonesia’s enterprises (MSME) to deliver the best products and services. The recent COVID-19 pandemic has increased the challenges to the MSME’s sustainability. PT. Gemilang Karya Bersama Lestari is one of the B2B MSME located in Jakarta, which is also greatly affected by the pandemic. The current study used a business coaching method to develop a corrective action to solve the problem. Several internal analyses such as business process, business model canvas, STP, and marketing mix were combined with external analysis such as Porter’s five forces, and PESTEL to create the SWOT analysis and establish the TOWS strategy. This article’s output is to help this MSME to create a marketing strategy through personal selling and digital marketing by creating SOP for personal selling activities and developing the business’ website. This article highlights the MSME efforts to combat the weakening in the demand caused by both the pandemic and the lack of strategic management in the first place.

Keywords: B2B, business coaching, MSME, personal selling, SOP, website development