BUSINESS MARKETING PLANNING AT SIMPEL OM PLATFORM COMPANY (CONSTRUCTION MATERIALS SECTOR "PT SIMPEL OM UNGGULAN

: The development of Indonesian commercial property (PPKom) released by the Department of Statistics of Bank Indonesia (BI) in the first quarter of 2022 welcomes 2022 as the year of revival of the Indonesian property sector. The annual performance (year on year) of the property industry sector (real estate) grew by 1.19% since the end of the COVID-19 pandemic. In addition to property growth, technological developments are increasingly facilitating and accelerating the transaction process, especially electronic shopping transactions (eCommerce). The transition of the Analog to Digital era encourages all business sectors to be more creative in mastering market competition, one of which is in the construction material supply demand sector. PT Simpel OM Unggul with the platform name "Simpel OM" is present as a material supply platform for the construction sector and a liaison between consumers and sellers with a commitment to 1x24 hour delivery and free shipping is the best solution in today's instant era. Simpel OM started marketing activities as an initial business idea in getting opportunities and markets in similar sectors. This is a general form of a linkage of the governance process with the aim of developing a business strategy in obtaining maximum achievement. Determination of goals and objectives, is the initial operational step in determining market segmentation, target consumers, and business positioning to be carried out. Taking all of that into consideration, revenue stream is the final picture that will be obtained from the running of the Company's cycle. The results of marketing analysis and planning of PT Simpel OM Unggul (Simpel OM) include segmentation, targets, positions, and marketing mix, and projected profits that will be obtained from running this business.


INTRODUCTION
The growth of the property sector in Indonesia has begun to show a positive graph since the onset of the COVID-19 pandemic.This happened in line with the recovery of the economic sector and community activities that gradually normalized.The development of Indonesian commercial property (PPKom) released by the Department of Statistics of Bank Indonesia (BI) in the first quarter of 2022 and Knight Frank Indonesia as a property research and consulting company in Indonesia welcomed 2022 as the year of the revival of the Indonesian property sector.The annual performance (year on year) of the property industry sector (real estate) grew by 1.19%.
In addition to property growth, technological developments are increasingly facilitating and accelerating the transaction process, especially electronic shopping transactions (eCommerce).The presence of eCommerce has a major impact on people's lives and lifestyles, including creating new economic opportunities for people to start businesses individually.

Figure 1 Commercial Property Demand Index Growth Graph (y o y)
Source: (Bank Indonesia 2022) In addition to property growth, technological developments are increasingly facilitating and accelerating processes and transactions or so-called eCommerce.The presence of eCommerce has a major impact on people's lives and lifestyles, including creating new economic opportunities for people to start businesses individually.In terms of data, eCommerce growth in Indonesia from 2021 to 2022 experienced a growth of 1.87%.The transition of the Analog to Digital era encourages all business sectors to be more creative in mastering market competition.In the era of globalization and the digital era like today, especially since the COVID-19 pandemic, all users and buyers are looking for efficiency and ease in obtaining and completing their needs.
There are still many restrictions on mobilization that are not comparable to the increasing rhythm of community demand for needs, especially in the fulfillment of materials in the Construction sector (Property Sector), many business actors and buyers want a forum that can facilitate their needs.eCommerce is one of the most popular alternatives today.The report released "Navigating Indonesia's eCommerce: Omnichannel as the Future of Retail".Based on this report, 74.5% of consumers shop online more than they shop offline.This happened because the pandemic made almost all fulfillment of basic needs and various other activities diverted through digital and sustainable services.The growth of property in Indonesia, especially in JABODEBEK is directly proportional to the selling value that is increasing every year.The property sector that is in great demand by investors is housing, offices (both for renting and selling), warehouses, and others.Simpel OM comes as a new breakthrough to meet one of the needs of a wide variety of construction materials in Indonesia efficiently and On-time.A breakthrough that utilizes the digital era to facilitate the fulfillment of needs in the online-based Construction Material sector.In obtaining and maximizing profits, the marketing process is a management process that seeks to maximize retutns for shareholders in establishing relationships with valued customers and creating competitive advantages (Sudaryono, 2022).
In addition, marketing is a process of compiling integrated communication that aims to provide information on goods or services in satisfying human needs and desires (Kotler and Keller, 2022).In running a Simple OM business, Revenue is the expected final target.The amount of revenue is the result of the efforts made including the promotion system that is run.The process of Segmenting, Targeting, and Positioning, including marketing strategies is the basis for this business to run.Some sources of income from this business are from purchase transaction fees, service fees from the seller sector, and income fees from advertising.Researchers took data, that the largest income was from buyer transaction fees or around 55%.All transaction processes researchers take within 5 years in the JABODEBEK area.
Marketing planning needs to be designed in accordance with a business plan that explains the steps and objectives of the business activity process (Ismail et al., 2022).This article discusses the marketing planning of PT Simpel OM Unggulan.To gain market share, researchers develop a framework for marketing activity plans to be carried out as follows:

RESEARCH METHODS
This research was conducted using a qualitative approach method that aims to determine the feasibility of a business marketing plan, the interest in transitioning from file to online, and how much influence the accuracy of delivery becomes a priority for customers.Investment feasibility is also analyzed through marketing plans including in terms of market and demand aspects, as well as by considering aspects of revenue and other marketing costs through financing in the form of marketing financing analysis within five years, as well as revenue within the same period.
The results of qualitative analysis show that the marketing plan of PT.Simple OM Featured is acceptable and worth running.This business requires strategic marketing planning that in scope based on segmentation can be quickly accepted and can run including for development.For market coverage, researchers determine market coverage in the Jabodebek area.

RESULTS AND DISCUSSION
The marketing goal of Simpel OM is to become an eCommerce company in terms of procurement of construction materials to bridge between Sellers (Building Shop Owners) and Buyers.The marketing objectives of the Simple OM Platform are based on the company's vision and Establish long-term objectives.Setting the right marketing goals and objectives will help Simpel OM in achieving the target market according to the company's vision and mission.

Segmenting, Targeting, dan Positioning
Simpel OM segmentation focuses on Business to consumer (B2C), where segmentation begins by identifying potential buyers (Simpel OM) based on customer segment according to the Simple OM Lean Canvas Model.
Segmentation begins with identifying potential buyers of Simpel OM products.After identifying by group, the segmentation process can help us to determine the target market.Segmentation for providers is building shop owners, while segmentation for users is individual End Users, organizations.In terms of Target, simply OM divides 2 target markets, namely Goods Providers (Building Stores) and Buyers of Goods (Users).
To ensure that the products offered by Simpel OM have something unique and different in the eyes of consumers in accordance with the Differentiation strategy, the products offered must have a Point of Difference (POD) which is the company's competitive advantage.Based on the Lean Canvas Model, briefly the Positioning statement can be seen as follows: Table 2 Positioning Simple OM materials can be faster and more efficient, consumers get competitive prices and building stores have many consumers to buy a variety of material needs.

Marketing Mix
Simpel OM is an online application.Simpel OM is a digital product innovation in the form of an application that provides services related to material supply demand and that brings together material providers (building shop owners) with users.Simple OM can be installed through the Play Store.To determine the product strategy, in the OM Simple Application there are various choices of building stores scattered at various points that are integrated with google maps.Some of the features available include: 1) Home, 2) Chatbot-Artificial Intelligence smart technology, 3) Store search, 4) List of material variants, 5) Transaction History, 6) Notifications, 7) Tracker,

As well as the user's profile
End Users can ask questions and will be answered by the operator in the form of chat.The Simple OM application is equipped with interesting and useful features for its users, both End Users and store owners.In determining the pricing strategy, it is known as the introduction phase and growth phase.One of the pricing strategies set by the company is to use competitor price data or average prices in the industry as a benchmark.Simpel OM sets cheaper prices of up to 3-5% compared to offline building stores and free delivery within a range of 10Km.In addition, promotion strategy is one of the important factors in gaining market share.Simpel OM conducts offline & Online promotions, including several events and holds seminars.

CONCLUSION
With good marketing planning, companies can conduct in-depth analysis and evaluation of new business opportunities or investment projects.This is certainly very helpful in assessing investment feasibility, market growth potential, income potential, and associated risks.Income from Investment in the Simpel OM business began to be obtained in the third year, where the first year was the introduction and the second year was the initial result of the Simpel OM The ease of use and the festivity of features, become additional values in the Simpel OM application itself.With a structured marketing strategy, marketing financing planning, and revenue plan assumptions, it will add value and a better understanding of investment feasibility in particular.So that companies can make smarter decisions and reduce the risk of investment failure.
Good marketing planning can help companies achieve better results, in terms of high revenue, Careful marketing planning will produce efficiency against costs, gain competitive advantage, provide more value in marketing effectiveness, and feasibility in investing.This enables the company to achieve sustainable growth and long-term success.

Figure 3
Figure 3 Percentage of eCommerce Business by Business Category/Field, Year 2021 Sumber: (Statistics 2022)

Figure 4
Figure 4 Development of Commercial Property Price Index in Jakarta, Bodebek Sumber: (WHO 2022)

Figure 5
Figure 5 OM Simple Marketing Plan Framework Source: Author (2022)

Table 1 Simple OM Goals and Objectives Purpose Target Short-term (Y0 s/d < Y1)
After determining marketing goals, Simpel OM determines the target number of Simpel OM application downloaders through alternative strategies based on the Quantitative Strategic Planning Matrix (QSPM) table.According to (David and David n.d.), QSPM is based on the weighting value of Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) in the Internal-External (IE) Matrix.(Winarto and Chandra 2002) said that the importance of business analysis both from internal and external factors with the aim of knowing the real condition of the company.Simple OM does Social Media Marketing Optimization, and based on the business level strategy, namely Cost Leadership Strategy, it can be summarized in the following marketing target table: