How to cite:
Sarwo Edi Rizal. (2021) Analysis of HPE Hyperconverged Information
Technology Marketing Strategy at Proteksindo Data Supplier Company.
Journal Eduvest. 1(9): 892-897
E-ISSN:
2775-3727
Published by:
https://greenpublisher.co.id/
Eduvest – Journal of Universal Studies
Volume 1 Number 9, September 2021
p- ISSN 2775-3735 e-ISSN 2775-3727
ANALYSIS OF HPE HYPERCONVERGED INFORMATION
TECHNOLOGY MARKETING STRATEGY AT PROTEKSINDO DATA
SUPPLIER COMPANY
ARTICLE INFO ABSTRACT
Received:
August, 26
th
2021
Revised:
September, 10
th
2021
Approved:
September, 13
rd
2021
Hewlett Packard Enterprice (HPE) Hyperconverged is an
Information Technology (IT) framework that combines
storage, computing and networking into a single system in an
effort to reduce data center complexity and increase
scalability. HPE Hyperconverged improve business and the
productivity of IT staff and increase the speed of services
delivered to customer. The marketing strategies that will be
researched to see of the marketing mix, consisting of product,
price, place, promotion, people and processes, the analysis
using the Strengh Weaknesses Opportunities Threat (SWOT)
analysis to determine the right strategy. The method study
was descriptive qualitative research. The subjects in this study
were the manager marketing, 2 marketing staffs and 3 sales .
The instrument used a form of interview guidelines and the
type of recorder. Data analysis used SWOT analysis. Results in
this reasearch that (1) Products: Products used in cooperation
with Hewlett Packard Enterprise (HPE) that one of biggest IT
company in the world (2) Price; price is still relatively
expensive. (3) Place; Data Proteksindo in Central Jakarta
strategically located. (4) Promotion: Promotion is not
maximized. (5) People; trained IT staff, good, loyal. (6)
Process: The process of installation of HPE hyperconverged
should be accepted to the criteria that will be used in Data
Center. Data Proteksindo is in strategic location, the
promotion should be more leverage, based on SWOT analysis
Sarwo Edi Rizal
Analysis of HPE Hyperconverged Information Technology Marketing Strategy at
Proteksindo Data Supplier Company 893
the most appropriate strategy is an aggressive strategy in
order to growth stage.
KEYWORDS
Hyperconverged, Marketing Mix, SWOT analysis, Strategic
Marketing
This work is licensed under a Creative Commons
Attribution-ShareAlike 4.0 International
INTRODUCTION
One of the goals of marketing is so that the products or services made by the
company can be known by the public so that later the company can benefit from
its sales (Oktaviani & Rustandi, 2018). A company will spend a lot of money to create a
marketing strategy. The actual marketing strategy is not only for large companies but
small companies must also have it, for example such as the 4P mix marketing strategy
(Utama, 2017).
Hyperconveged is a new product in the IT field. According to the marketing
manager of Data Proteksindo, for the installation of this product, an IT staff must master
Server, Storage and networking. Because this product combines server, storage and
network in one unit so that it speeds up installation. This product also reduces many costs
such as electricity costs, server space in the rack, network, cables, storage and the number
of workers in the IT field. In the IT field, each employee usually handles servers,
networks and storage individually (Romindo et al., 2019). By using this product, only one
IT worker is needed.
Developments around the world, this product is becoming a trend of use (source
Gartner Inc.). There are several well-known product brands such as Nutanix, Dell EMC,
vSAN VMware and HPE hyperconverge.
Figure 1. Magic Quadrant for Hyperconverged Infrastructure
In this picture HPE Hyperconverged is one of the leaders for hyperconverged
products, where Nutanix and Dell EMC are the closest rivals. Global hyperconverged
growth and predictions by Gartner magazine November 2018.
Eduvest – Journal of Universal Studies
Volume 1 Number 9, September 2021
894 http://eduvest.greenvest.co.id
Figure 2. Growth of Hyperconverged
In this figure, the projected growth in hyperconverge purchases is very significant
(more than 50 percent) every year. Hyperconverged marketing has problems, namely in
introducing companies that use old model IT products, especially the relatively expensive
price for 1 unit, companies do not want to change the existing configuration system for
reasons of new investment again, and the move from the existing system. old to the new
system (Sutabri, 2012).
The marketing program is still not intensive to prospective IT customers, so a
marketing strategy is needed (Teguh & Ciawati, 2020). Data Proteksindo must have a
marketing strategy plan that is sustainable and on target, where the marketing strategy is
expected to increase sales of this product.
RESEARCH METHOD
The research method used is a qualitative approach. This research was conducted
at Duta Proteksindo. The research subjects are 1 marketing manager, 1 marketing staff, 2
sales people and 2 customers. The tools used are interviews and cellphone recordings.
The variable tested is a single variable, namely Marketing Strategy Analysis in Data
Proteksindo. The technique used to test the credibility of the data is to compare or check
back the degree of trustworthiness of information obtained through different tools and
times in qualitative research.
RESULT AND DISCUSSION
The four Ps of marketing are the key factors that are involved in the marketing of
a good or service. They are the product, price, place, and promotion of a good or service.
Often referred to as the marketing mix, the four Ps are constrained by internal and
external factors in the overall business environment, and they interact significantly with
one another.
The 4 Ps are used by companies to identify some key factors for their business,
including what consumers want from them, how their product or service meets or fails to
meet those needs, how their product or service is perceived in the world, how they stand
out from their competitors, and how they interact with their customers.
A. Mix 4 P
1) Product: A hyperconverged product that is used in collaboration with HPE
Sarwo Edy Rizal
Analysis of HPE Hyperconverged Information Technology Marketing Strategy at
Proteksindo Data Supplier Company 895
principals, and already has certification from HPE so that it receives after-sales
service support in the form of services and spare parts.
2) Price: Pricing is calculated based on components such as installation services,
maintenance and support services 24x7 (24 hours x 7 days).
3) Place;The hyperconverged service place is strategically located because it is
located in the city center, namely in central Jakarta so it is easy to reach from
everywhere.
4) Promotion: Promotion carried out through seminars, online media, magazines and
the company's website.
5) People; The existing employees of Data Proteksindo are professional and have
expertise and experience in the hyperconverged IT field.
6) Process: the service process, namely the prospective customer asks by telephone
or email, then holds a meeting with the prospective customer, collects
information on needs, and after the POC (Proof of concept) is carried out /is a
synopsis of a method that is usually used to provide evidence that a system can be
run. After it can be run it will issue a PO (Purchase of Order).
SWOT (strengths, weaknesses, opportunities, and threats) analysis is a framework
used to evaluate a company's competitive position and to develop strategic planning.
SWOT analysis assesses internal and external factors, as well as current and future
potential.
A SWOT analysis is designed to facilitate a realistic, fact-based, data-driven look
at the strengths and weaknesses of an organization, initiatives, or within its industry. The
organization needs to keep the analysis accurate by avoiding pre-conceived beliefs or
gray areas and instead focusing on real-life contexts. Companies should use it as a guide
and not necessarily as a prescription.
B. SWOT Analysis (Strengths, Weaknesses, Opportunities and Hyperconverged
Threats)
1) Strength
a) The product has been tested and has a certificate from HP international.
b) The strategic location of Proteksindo Data.
c) Have a good relationship with HP Principal and distributors,
e) Experienced and certified human resources both locally and internationally.
2) Weaknesses
a) Little promotion funds
b) Prices are relatively more expensive for SMB (Small Medium Business)
companies
c) Human resources who understand this product are very limited, if at any time
an existing HR resigns, it takes time to provide training to become an expert
HR.
d) Marketing program to a wider area.
3) Opportunity
Good quality products and brands that are well known throughout the world can
increase sales
a) Quality human resources can be used to provide training to other companies
(training / workshop)
Eduvest – Journal of Universal Studies
Volume 1 Number 9, September 2021
896 http://eduvest.greenvest.co.id
b) Cooperation with training/training sites for product marketing
c) Good cooperation with other distributors to get better price
4) Threats
a) Many established IT suppliers and started selling hyperconverged products.
b) There are not many discounts from distributors or the products are relatively
expensive
c) Promotions can be imitated by other suppliers
d) There are not many expert human resources, if many requests from potential
customers can be fulfilled.
C. Discussion of the mix 4 P
1) Product: In product development carried out by HP international principals in
America.
2) Price: Pricing is standardized in each supplier and is divided into areas such
as government areas, private areas, industrial areas.
3) Place; The location of Data Proteksindo is strategic, located in central Jakarta
so it is close to everywhere. Prospective customers can also see a demo of the
IT unit, directly.
4) Promotion: Hyperconverged promotion is done by inviting potential
customers in a seminar. Have an online media web page and advertisements
in magazines.
5) People
a) IT HR has received training and experience, this is very satisfying for
customers who have purchased their services.
b) Fast and 24x7 service makes customers feel satisfied, and they will be a
good promotion to other potential customers (word of mouth).
6) Process; The installation process provided by Data Proteksindo to the
customer makes the customer feel satisfied and has a good assessment.
D. SW Strategy
1) Increase the budget for promotions so that promotions can be sustainable every
year.
2) Adding human resources in the HPE hyperconverged field.
3) Strengthening cooperation with Distributors and Principals to get bigger
discounts.
4) Adding sales force in areas that have not been entered such as government and
industry.
CONCLUSSION
Proteksindo data is located in Central Jakarta in collaboration as a supplier with
Principal Hewlett Packard Enterprise, its strategic location, promotions must be
maximized and target a wider area, Based on a SWOT analysis the most appropriate
strategy to use Proteksindo data in Jakarta is an aggressive strategy to become a leader in
HPE hyperconverged sales because there are still many who have not used this product in
government and industrial areas in the country and technology trends around the world
will use this product.
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