IMPROVING COST EFFICIENCY WITH VALUE CHAIN ANALYSIS AND DIGITAL MARKETING IN THE GROUP CIMART ENTERPRISES

Abstract

Background - Cimart is a business group of 40 MSMEs that join in a group and sell products and services
through social media. From 2019 to 2022, Cimart became a fast-growing online store amid global economic
difficulties due to the impact of the pandemic. However, at the end of 2022 Cimart experienced a setback and
decreased revenue, this was due to government policies on New Normal conditions.
Purpose - The aim of this research is to analyze cost efficiency with five stages of value chain and digital
marketing in Cimart
methodology - This research is case study research using observation and interview methods. analyze problems
and solutions with using the value chain method which consists of 5 main stages, namely inbound logistics,
operations, outbound logistics, sales and service marketing, training in managing their own web applications and
online sales on various e commerce platforms, socialization of good HR management and financial reporting.
Findings - Through this approach, the Partners were given a better understanding of the strategy in re-running
the business, and encourage the development of new plans to optimize the Value Chain, ensure sustainable
growth and increase Cimart's economic income.
Originality - This research method analyzes the needs of MSMEs to optimize income and efficiency costs