Redesigning Digital Marketing Strategy for Increasing Sales of Small Business: A Case Study in Pinescarf

The research provided a complete and practical perspective on reviving struggling small businesses by redesigningmarketing strategies to boost sales. It aimed to identify the implemented marketing strategy, evaluate the marketingperformance, and redesign the marketing strategy. An exploratory mixed-method approach was applied, comprisingthree stages. First, qualitative descriptive analysis identified the existing marketing strategy through in-depthinterviews and direct observation, analyzed using Segmentation, Targeting, and Positioning (STP) and the Cocreation,Currency, Communal Activation, and Conversation (4C) marketing mix. Second, ongoing marketingperformance was evaluated based on the perceptions of 267 Instagram and Shopee followers of Pinescarf, usingconvenience sampling and the Aware, Appeal, Ask, Act, and Advocate (5A) customer path concept. Third,strategy formulation utilized the Analytical Hierarchy Process (AHP), integrating qualitative and quantitativeapproaches based on insights from management, consumers, and industry experts. The identification processshows that Pinescarf needs to improve its implementation of the 4C marketing mix. A bottleneck at the Act andAdvocate stages prevents purchases, resulting in a funnel-shaped customer path. Strategy formulation using AHPprioritizes increasing sales as main marketing objective of Pinescarf. Maximizing advertising performance in theconversation mix is the first priority, followed by regular discounts in the currency mix to address the Act stagebottleneck. These findings can help Pinescarf to save time and costs by focusing on effective marketing efforts.Additionally, the research has connected marketing theory with real-world practice, enabling businesspeople tomake informed decisions based on solid analysis alongside their existing intuition.