UTILIZATION OF BUSINESS INTELLIGENCE IN MARKETING STRATEGY FOR BALADO SHRIMP CRACKER PRODUCTS

Dian Sudiantini; Samsul Bachri; Yanuar Alexander; Michael Aris Willson; Faizal Bagasasi

Authors

Dian Sudiantini Universitas Bhayangkara Jakarta Raya
Samsul Bachri Universitas Bhayangkara Jakarta Raya
Yanuar Alexander Universitas Bhayangkara Jakarta Raya
Michael Aris Willson Universitas Bhayangkara Jakarta Raya
Faizal Bagasasi Universitas Bhayangkara Jakarta Raya

Keywords:

Business Intelligence, Marketing Strategy, Consumer Insights, Competitive Analysis, Data-driven Decision-making

Abstract

This research explores the integration of business intelligence (BI) tools in the marketing strategy for Balado Shrimp Cracker products, aiming to enhance consumer insights and competitive advantage in the snack industry. Through qualitative research methods, the study investigates how BI facilitates the identification and analysis of consumer preferences, purchasing behaviors, and competitor dynamics. The findings emphasize the importance of leveraging BI for data-driven decision-making, personalized marketing initiatives, and proactive market intelligence. By harnessing BI, Balado can optimize its marketing strategies, drive growth, and foster brand loyalty amidst a competitive landscape.

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