29 Sep 2020

FEB Online Seminar Series # 4 Sessions 2

Bandung, Telkom University – Telkom University as the best private campus in Indonesia, continues to improve, students, teaching staff, and alumni. To improve the competence of academicians, the School of Economics and Business in collaboration with the School of Creative Industries organized an Online Seminar.

The event was held on Friday (11/09) through Zoom and attended by approximately 178 participants from students, lecturers, and the general public. In this activity, two resource persons were experts in their fields, namely RR. Rieka F. Hutami SMB, MM., As a lecturer and researcher at the School of Economics and Business and Dr. Ira Wirasari, S.Sos., M.Ds., as a lecturer and researcher at the School of Creative Industry.

Entitled the “Supply Chain Management Activities Using Macro Perspectives in MSEs”, Rieka explained the use of a macro perspective for supply chain management. In supply chain activities, three aspects namely financial, material, and information. These three aspects will continue to rotate in the supply chain.

In the financial aspect, the directions from suppliers to consumers related to billing or invoicing and payment technology. Meanwhile, for materials, from suppliers to consumers related to raw materials or components of finished goods. Then for business information it, from suppliers to end-users, namely related to production capacity, delivery status.

In this discussion, the main focus discussed was on industrial centers. Based on the Decree of the Mayor of Bandung No. 530 of 2009, the city of Bandung has 7 industrial center areas that are used as business centers. This industrial center plays a major role in increasing the welfare of the community.

Based on field observations, there are several supply chain management barriers at industrial centers, including dependence on raw material suppliers which causes supply chain management imbalance; this is also due to one-way communication between business owners and employees. The existence of obstacles from human resources can also hinder supply chain management.

“Based on field observations, there are many things that we as academics can do to increase their activities. Many of them do not understand supply chain management so that in practice they have not been able to use supply chain management optimally, “he said.

The next speaker, namely Dr. Ira Wirasari explained about ‘Go Global: Branding strategy for Small and Medium Enterprise to Succeed in the Global Market’. The brand is a personality or personality, so this brand is not only related to products or services, but we as humans also have a personality which is called a brand. Meanwhile, branding is an image or images related to public perception.

 

“Branding is not just a brand, but branding is something that is perceived with the same values ??as what we want to convey to them. Therefore, we must understand our audience to create a link between public perceptions of our products or services, “he said.

Dr. Ira also added that in a pandemic like today, we can see opportunities through branding strategies for MSMEs. There are several MSME branding strategies to maintain and develop their businesses globally during a pandemic.

The main key in Go Global Branding is digitization. The digitalization of cooperatives and SMEs is a way of economic recovery. Based on existing data, only 13% of MSMEs in Indonesia are digitally connected so that as academics we can help improve MSMEs in Indonesia.

“Strategies that can be applied such as marketing research, evaluating product portfolios in the New Normal era, evaluating prices and competitors must also be done because consumers will tend to lower their purchasing power in this pandemic era, and the last is to focus on selling on online channels. , “He said.

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