Implementation Technology for Development of a Brand Communication in Company PT. XYZ

The study was conducted at Catering Service Company. The high competition of catering businesses requires the right brand communication strategy to communicate the uniqueness of the catering product in order to increase brand awareness. The purpose of this study is to define the right brand communication strategy by identifying external and internal factors, performing a SWOT analysis, defining segmentation, targeting, and brand positioning. The research approach used is a qualitative and descriptive method with data collection using interviews and document studies. The results of the study show that some competencies possessed by the company can be used as a long-term competitive advantage. While other competencies are competitive equality because they are also owned by competitors. This competitiveness should be communicated well to the target customers. In conclusion, the Type of business for The Catering Company is Business to Business (B2B) for catering services to industrial (factory), training centers, and events, and Business to Consumer (B2C) for wedding catering services. Marketing activities that will be carried out are integrated marketing communication (IMC) through Above the Line (ATL), Below the Line (BTL), and Through the Line (TTL). Brand Communication should be done with more focus and consistency, as well as need a dedicated team to perform brand communication.


SWOT Matrix
Research shows that company performance can be determined by a combination of external and internal environmental factors. SWOT matrix analysis is the identification of various factors systematically to formulate corporate strategy. This analysis is based on the logic that can maximize strengths and opportunities, but simultaneously minimize weaknesses and threats [4].
The SWOT matrix is a tool used to compile the company's strategic factors. This matrix can clearly describe how the external opportunities and threats faced by the company can be adjusted to the strengths and weaknesses it has. This matrix can produce four sets of possible strategic alternatives.

The Development Of A Brand Communication Strategy…
■ 18 Aptisi Transactions on Technopreneurship (ATT) The alternative strategies generated as a result of the SWOT matrix analysis are as follows: a. Strengths-Opportunities (SO) strategy is a strategy that is made based on the company's way of thinking, namely by utilizing all strengths to seize and take advantage of opportunities as much as possible. b. Strengths-Threats (ST) strategy is a strategy in using the strengths of the company to overcome threats. c. Weaknesses-Opportunities (WO) strategy is a strategy that is implemented based on the utilization of existing opportunities by minimizing existing weaknesses. d. Weaknesses-Threats (WT) strategy is a strategy based on activities that are defensive in nature and tries to minimize existing weaknesses and avoid threats Quadrant 1: This is a very favorable situation. Companies have opportunities and strengths so that they can take advantage of existing opportunities. The strategy that must be applied under these conditions is to support an aggressive growth policy (growth-oriented strategy) Quadrant 2 despite facing various kinds of threats, still has internal strength.
The strategy that must be applied is to use strength to take advantage of long-term opportunities by means of a diversification strategy (product/market). Quadrant 3: the company faces a huge market opportunity but on the other hand faces some internal constraints/weaknesses. The strategy is to minimize internal problems so as to seize better market opportunities. Quadrant 4: is a very unfavorable situation where you face various kinds of internal threats and weaknesses

Relevant Research A. Strategy Formulation in Business Units and Marketing of Catering Services Company -Case Study of PT Kaltim Multi Boga Utama, Bontang (Wijayana & Risanto, 2016)
Dynamic business competition spurs company managers to be able to think creatively, innovatively in order to always provide differences and advantages for the company compared to its competitors. Companies are required not only to develop good products, offer them at attractive prices, and make them easily accessible to customers in need but also to increase the wants and needs of human life in line with population growth [5].
Strategy formulation and marketing are carried out by conducting qualitative descriptive research, primary data collection techniques, and secondary data in the form of interviews, documentation, participating observation, and through three stages, namely, the Input Stage which consists of the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrix) [6], Matching Phase which consists of SWOT matrix, Competitive Profile Matrix (CPM), and Grand Strategy matrix which will produce various alternative strategies that can be used by the company and Decision Phase which consists of Quantitative Strategic Planning Matrix (QSPM) matrix which helps in selecting alternative strategies that are suitable for the company's conditions [7].
The results of the analysis with the SWOT matrix and QSPM produce alternative strategies that can be carried out by the company, namely carrying out a market penetration strategy by increasing marketing resources to increase company income, increasing the allocation of funds for company marketing activities, carrying out new promotional activities by offering new promos to the company. customers and improve services by providing guarantees for the products and services offered [8].
a. The suggestions given to companies in developing their business are: Conclusions based on the formulation of the problem are as follows: 1. The main strength factor is "The quality of the products produced is halal and clean", and being unique (competitive advantage) is difficult for competitors to imitate. The main weakness factor is the "level of income" due to the increase in raw material prices which has led to a reduction in profit margins. 2. The main opportunity factor is "High demand for catering services", which is driven by the current practical cultural trends of urban communities. The threat factor that is very influential is "the number of competitors in the catering service sector" as a result of the increasing demand for catering services. 3. After being analyzed through the EFE, IFE, IE, and QSPM matrices, the main alternative strategy that becomes a priority is "Continuing innovation in order to improve quality and product development to achieve customer satisfaction and loyalty".

Data collection technique
The techniques used in data collection in the research are interviews and document studies. Company documents include operational documents and product documents. This document study aims to obtain information related to the problem to be studied.
The interview material that will be asked as the opening, content, and closing material ranges from the problem and research objectives, namely brand identification, environmental factors, and related in determining brand communication strategy as a marketing strategy [9]. Active interviews will be conducted in an open way where the interviewee (informant) knows the presence of the interviewer as a researcher by always being tied to the objectives of the interview and having motivation. The interview method is in the form of individual to individual interviews, namely interviews conducted between one person and another. In accordance with the purpose of the interview, the interview respondents consisted of the Director, Chief Marketing & Operations, and Store Manager. The interview will be conducted using tools/equipment, namely a permit, a list of questions, a list of respondents, block notes, and pens [10] [11]. Based on the analysis of environmental factors, analysis of competitive advantage factors, and strategic factors above, the brand communication strategy framework that will be applied in this case study is as follows:

The Development Of A Brand Communication Strategy…
■ 22 Aptisi Transactions on Technopreneurship (ATT) The service company PT XYZ is not able to compete due to the lack of strong product branding, even though the company has good product and service quality. The lack of strong branding of this product is caused by the lack of effective brand promotion and communication carried out by the Company, so it is necessary to develop a brand communication strategy at Jasaboga Company PT XYZ [12].

Problem Solving
Carry out marketing strategies, develop appropriate promotional strategies and develop effective brand communication strategies, starting from determining STP (Segmentation, Targeting, Positioning), followed by brand communication strategies [13].

Segmentation
The market segment to be targeted is the segment for Recreational Parks and Non-Recreational Parks.

Target
The target segment to be targeted is to maintain the recreational park segment The Development Of A Brand Communication Strategy… ■ 23 because it is a source of recurring income and the next target is to be more aggressive in reaching the non-recreational park segment, especially to serve the industrial sector, training centers, weddings, and events [14] [15].

Positioning
Positioning the desired product in the minds of customers is catering that has high-quality standards with good service and competitive prices.

Brand Communication Strategy
The brand communication strategy that will be carried out aims to build brand awareness and communicate product positioning as a caterer that has high-quality standards with good service and competitive prices in the minds of customers [16].