SOSTAC-Based Digital Marketing Strategy Transformation: A Case Study of UC Silver & Gold Bali

Abstract

This study aims to analyze the current digital marketing practices of UC Silver & Gold Bali and to develop a strategic digital marketing transformation using the Situation, Objectives, Strategy, Tactics, Action, and Control (SOSTAC) framework. A qualitative descriptive case study was employed, with data collected through in-depth interviews, direct observations, and document analysis involving purposively selected participants. The findings reveal that the company's digital marketing activities remain fragmented, predominantly promotional, and lack measurable performance indicators. To address these issues, this study proposes a comprehensive SOSTAC-based strategy that integrates situation analysis, measurable objectives, cultural storytelling, social commerce, tactical implementation, and Key Performance Indicators (KPI) based performance control using the 5S framework. The study concludes that an SOSTAC-based integrated strategy is essential for improving digital marketing effectiveness and strengthening competitive positioning. The novelty of this research lies in extending the SOSTAC framework to the jewelry and cultural creative industry by integrating Balinese cultural heritage as a strategic element for customer engagement and competitive positioning, offering an integrated model linking culture, interaction, and performance measurement. This study is limited to a single case study using qualitative data, which may restrict the generalizability of the findings to other jewelry businesses and creative industries.

Keywords

Cultural Creative Industry Customer Engagement Digital Marketing Strategy Jewelry Industry SOSTAC Framework