Proceedings of the 2018 International Conference on Industrial Enterprise and System Engineering (IcoIESE 2018)

Design and Marketing Performance Analysis on Unit Business Government and Enterprise Service Unit at Telkom XYZ Area by Using Balanced Scorecard for Marketing

Authors
Fauziyyah Fauziyyah, Endang Chumaidiyah, Sari Wulandari
Corresponding Author
Fauziyyah Fauziyyah
Available Online March 2019.
DOI
https://doi.org/10.2991/icoiese-18.2019.46How to use a DOI?
Keywords
Marketing Performance, BSC for Marketing, ROMI, Customer Value
Abstract
Measuring the performance of marketing division still rarely to be encountered, due to the limited measurement tool. Evaluation of marketing performance is usually associated only with the number of 'sales' both in volume and revenue, for instance the BGES unit at Telkom XYZ area. Thus, it cannot be known how well the implementation of marketing strategy plan. Therefore, the marketing performance will be measured financially and non-financially by using balanced scorecard for marketing methods. That is an integrated method consisting of four perspectives. The four perspectives are marketing capabilities and resources, marketing orientation, customer value, and financial performance. BGES unit shows 78% on their marketing performance, with the main priority of work is the customer value that scored 3.59, then financial performance which has a value of ROMI (return on marketing investment) as much as 139%. For marketing capabilities and resources aspect, the score is 3.66, and for marketing orientation achieved 3.64 out of 5. Therefore, the BGES unit performances categorized as effective but some strategies to several sub-criteria from those perspectives still need to be developed.
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This is an open access article distributed under the CC BY-NC license.

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Proceedings
2018 International Conference on Industrial Enterprise and System Engineering (ICoIESE 2018)
Part of series
Atlantis Highlights in Engineering
Publication Date
March 2019
ISBN
978-94-6252-689-1
ISSN
2589-4943
DOI
https://doi.org/10.2991/icoiese-18.2019.46How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Fauziyyah Fauziyyah
AU  - Endang Chumaidiyah
AU  - Sari Wulandari
PY  - 2019/03
DA  - 2019/03
TI  - Design and Marketing Performance Analysis on Unit Business Government and Enterprise Service Unit at Telkom XYZ Area by Using Balanced Scorecard for Marketing
BT  - 2018 International Conference on Industrial Enterprise and System Engineering (ICoIESE 2018)
PB  - Atlantis Press
SN  - 2589-4943
UR  - https://doi.org/10.2991/icoiese-18.2019.46
DO  - https://doi.org/10.2991/icoiese-18.2019.46
ID  - Fauziyyah2019/03
ER  -