DEVELOPMENT OF MARKETING PLAN AS A BUSINESS RECOVERY STRATEGY: A CASE STUDY OF COMPANY XYZ

Abstract

This article explores the post-disaster recovery of company XYZ a furniture manufacturing company in Yogyakarta, Indonesia, after the 2006 earthquake. The earthquake disrupted the company's operations and the local community. To aid in the region's recovery, the Yogyakarta Central Java Community Assistance Program (YCJ-CAP) was initiated. Company XYZ faced challenges in rebuilding its business and community relationships. The Australian government, through Australian Aid (AUSAID), provided substantial non-cash assistance to company XYZ due to its significant impact on the local community. However, the assistance came with conditions, including operating sustainably and integrating Corporate Social Responsibility (CSR) into its business to meet these requirements, company XYZ adopted a CSR-based marketing strategy, focusing on environmental sustainability and community engagement. This strategy involved activities like strengthening promotions, improving marketing communication, conducting internet marketing campaigns, developing new eco-friendly products, and engaging with the local community. The case study of company XYZ illustrates the importance of balancing profit-oriented business practices with the social and environmental aspects of CSR. The company's transformation towards sustainability and social responsibility presented challenges, but it also revealed the potential for business growth through CSR integration. In summary, this article sheds light on post-disaster business recovery, emphasizing the role of CSR-based marketing in rebuilding a company's operations and fostering community bonds