Kumpulan Skripsi & Artikel Jurnal Ilmiah

2009

Kunyit asam SidoMuncul: penetrating the Netherlands? soft drink market

Author : TJAHJADI, CHRISTINE

This research mainly answers the question of how PT. SidoMuncul can attract young-adult women in the Netherlands to buy its Turmeric Tamarind product (Kunyit Asam Sidokhncul) by analyzing the Dutch market opportunity and attractiveness for functional soft drink. This dissertation employs both secondary and primary research methods. The secondary research used to determine the attractiveness of this market in the Netherlands. It showed that PT. SidoMuncul can exploit this market since the Netherlands has growing numbers of working women (Kunyit Asam Sidomuncul?s target market); stable economic condition; high consumption on soft drinks; accessible government regulation for importing soft drinks; and large international trades with Indonesia. In addition, a primary research on Dutch working women age 20-49 years old regarding their soft drink buying behaviors and opinions toward Indonesian soft drink was conducted to determine the correct positioning strategy to enter the Netherlands Soft Drink market. The result is a Brand Positioning for Kunyit Asam Sidomuncul in the Netherlands (based on the Product Benefits), which is a natural fresh and good taste functional quick (ready-to-drink) soft drink. All of these research results are combined to develop the correct marketing strategy (Marketing Mix) and the proper market entry strategy for PT. SidoMuncul’s Kunyit Asam Sidomuncul to successfully penetrate Dutch Soft Drink Market.

Keyword : kunyit asam sidomuncul, market attractiveness, buying behavior, positioning strategy, market penetration, market entry strategy, marketing mix, hierarchical competitor analysis, competitor strategy

Sumber : http://repository.petra.ac.id/2721/

Analisa pengaruh penerapan empat variabel marketing mix terhadap keputusan pembelian ulang di Hypermart Supermall Pakuwon Indah

Filed under: Uncategorized — Tags: , , , , , , — dvanhlast @ 7:31 am

Author : , EUNIKE

Tujuan penelitian ini adalah untuk mengetahui pengaruh penerapan variabel Marketing Mix yang terdiri dari (1)Product, (2)Price, (3) Promotion, dan (4) Place terhadap keputusan pembelian ulang di Hypermart Supermall Pakuwon Indah. Jumlah sampel yang diteliti adalah sebanyak 200 responden. Tahap analisis data menggunakan metode regresi berganda seri program SPSS versi 13.0. Dari hasil analisis regresi, penulis menemukan bahwa secara serempak ada pengaruh yang signifikan antara variabel marketing mix terhadap keputusan pembelian ulang di Hypermart Supermall Pakuwon Indah. Selain itu variabel yang paling berpengaruh dominan terhadap keputusan pembelian ulang adalah place.

Keyword : retail, marketing mix, product, price, promotion, place, repeat buying

Sumber : http://repository.petra.ac.id/3153/

Penerapan marketing mix oleh kontraktor pemula di Surabaya

Filed under: Uncategorized — Tags: , , — dvanhlast @ 7:31 am

Author : GONDO, ALBERT

Persaingan dalam dunia konstruksi yang semakin ketat menyebabkan para kontraktor pemula dituntut untuk memiliki strategi pemasaran yang baik. Salah satu strategi tersebut adalah penerapan marketing mix. Penelitian ini bertujuan untuk mengetahui penerapan serta tingkat kepentingan dari setiap elemen marketing mix, meliputi Product, Price, Place dan Promotion (4P) oleh kontraktor pemula dalam proses pemasaran perusahaannya. Penelitian ini juga menganalisa penerapan marketing mix berdasarkan beberapa faktor kendali, antara lain jenis perusahaan, jenis kepemilikan, pengalaman bidang konstruksi, lama perusahaan berdiri, badan hukum perusahaan, asal modal perusahaan serta rata-rata omzet dan target omzet pertahun. Pengumpulan data dilakukan dengan menyebarkan kuesioner yang ditujukan kepada kontraktor pemula yang bergerak dalam bidang konstruksi maksimal dalam jangka waktu 5 tahun serta berdomisili di Surabaya. Hasil penelitan pada 67 kontraktor pemula menunjukkan bahwa urutan prioritas dari elemen marketing mix adalah Product, Place, Price dan Promotion. Sedangkan elemen yang paling diprioritaskan adalah mengerjakan proyek yang mengutamakan kualitas, mempunyai informasi harga material yang akurat di pasaran, memiliki armada untuk kepentingan mobilisasi/demobilisasi material serta melakukan promosi melalui penyebaran kartu nama.

Keyword : marketing strategy, marketing mix, beginner contractor

Sumber : http://repository.petra.ac.id/3815/

Hotel putra bintang

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Author : ONGKOWIDJOJO;, YUDIANTO

Keyword : hotel putra bintang, marketing mix

Sumber : http://repository.petra.ac.id/4374/

The Usage of marketing mix to classify the level of customer satisfaction of Bantex Office stationery product of PT Batara Indah’s B2B customers located in Mangga Dua Area, Jakarta

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Author : RACHMAT, ALAIN

The research uses Customer Satisfaction as the main topic of the discussion. The main objective of this research is to analyze the ability of Marketing Mix to Classify the Level of Customer Satisfaction of Bantex Office Stationery Product and to find which factors of Marketing Mix is the most influential one. The research method used is Descriptive Analysis, Multivariate – Dependency Technique with Multiple Discriminant Analysis as the analysis tool. The data gamed using questi onnaire, with purposive – judgmental sampling technique. The result shows that only Product and Promotion Variables of Marketing Mix that are able to classify the level of Customer Satisfaction, and the later variable appears to be the most influential.

Keyword : customer satisfaction, marketing mix, b2b marketing, multiple discriminant analysis

Sumber : http://repository.petra.ac.id/5279/

The Corporate gift market: how to market corporate gift to companies in the Netherlands

Author : AGUSTIN, YUANITA

The Management of Australian Homemade is interested on finding other source of profits from the sales of its chocolate product as corporate gift to companies. This dissertation is intended to find out about the strategies that should be implemented to successfully obtain extra profit by using this alternative. The research methodologies used are secondary (intensive desk research) and primary research (interviews). It begins with corporate gift market analysis in the Netherlands, followed by the company?s analysis. The results will then be analyzed as references in the process of formulation the strategic marketing plan in the framework of 4Ps for the targeted market segment. As the conclusion, CG market for AH has a promising prospect. However, in the face of growing competition, AH should not enter the market without a clear understanding of the market and solutions for problems that might occur.

Keyword : service, buying situation, corporate gifts, business to business, business marketing, competitive advantage, competitive pricing, decision making process, decision making unit, derived demand, marketing mix, segmentation, targeting

Sumber : http://repository.petra.ac.id/1092/

Strategic marketing of Surya Mas Co: penetrating the handicrafts market in the Netherlands

Filed under: Uncategorized — Tags: , , , , — dvanhlast @ 7:31 am

Author : KARTIKA, LINDA

Surya Mas Co. is a growing handicraft producer that has become a major supplier for other Indonesian handicraft exporter. After 5 years working in the local market, Surya Mas Co. has now dedicated to learn the potential of entering the International market through the Netherlands market, which is the most important transportation hub in Europe. This dissertation is structured into three main parts, which are the analysis, the decision making and the recommendation. On the analysis part, the writer will analyze both the company?s internal condition to understand the company?s readiness on entering international market, and the external analysis, to understand the Netherlands market condition for gifts and decorative article (handicraft). Through this analysis, the writer will then match the strengths and weaknesses of the company with the opportunities and threats in the market, in order to give basic marketing decision for the company, such determining the target market and business scope. Afterwards, 4 B?s marketing mix tool will be used to recommend product, price, place, and promotion strategy for Surya Mas to market the product to the targeted market.

Keyword : marketing mix, handicraft, target market, segmenting, competitive analysis

Sumber : http://repository.petra.ac.id/1161/

Sport footwear market: is NIKE is untouchable by its competitors?-marketing perspective

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Author : PRAJITNO, CHRISTIAN

In sport footwear global market, NIKE, Reebok, and Adidas are the biggest player with NIKE as the markand leader. This dissertation report would like to analyze the competition among those three giants. As the basis of comparison, the writer uses “9 core elements of marketing ” theory from Hermawan Kertajaya. Deep comparison will be conducted to analyze the key success factor of NIKE in which able to leave Reebok and Adidas by significant gap. From those elements, this dissertation would give analysis in which section NIKE is doing better over others and vice versa. The comparison would be supported by the relevant data and findings. In the last chapter, this dissertation report would answer the research problem Its NIKE untouchable by its competitors?- with several possible actions that may facilitate Reebok and Adidas to be able to catch up with NIKE.

Keyword : marketing mix, sport shoes, target market, segmenting, competitive analysis, positioning

Sumber : http://repository.petra.ac.id/1163/

Analisa launching McCafe dalam upaya repositioning restoran McDonald’s cabang Basuki Rakhmat Surabaya dari restoran keluarga ke restoran kawula muda

Filed under: Uncategorized — Tags: , , , , — dvanhlast @ 7:31 am

Author : PUSPITANINGAYU;, AULIA

McDonald?s sebagai salah satu waralaba di Indonesia harus dapat mempertahankan posisinya dalam pasar mengingat persaingan yang sangat ketat. Sebagai restoran siap saji, McDonald’s dengan memposisikan dirinya sebagai restoran keluarga dianggap terlalu umum. Oleh karena itu, McDonald?s Cabang Basuki Rachmat melakukan repositioning. Dengan rekomendasi Head Office Jakarta, McDonald’s cabang Basuki Rakhmat Surabaya merubah target pasarnya dari restoran keluarga menjadi restoran kawula muda. Usaha repositioning McDonald’s cabang Basuki Rakhmat Surabaya ini juga didukung oleh lokasi yang strategis karena McDonald’s cabang Basuki Rakhmat Surabaya terletak di pusat kota Surabaya dan tempat strategis tersebut sering dijadikan tempat berkumpul kawula muda terutama oleh club-club mobil atau motor para kawula muda. Dengan menggunakan alat analisa The Five Forces of Competitor, Seven Subhash Criteria, Matriks General Electric serta analisa SWOT terhadap Price, Product, Place and Promotion McDonald’s cabang Basuki Rakhmat Surabaya dapat diketahui bahwa strategi repositioning berada di Kuadran I yaitu strategi agresif yang menunjukkan bahwa McDonald’s cabang Basuki Rakhmat Surabaya memiliki kekuatan yang besar dan peluang bisnis yang besar pula dan layak untuk dilakukan formulasi strategi pemasaran melalui McCafe.

Keyword : repositioning strategy, family segment, young people segment, franchise, marketing mix

Sumber : http://repository.petra.ac.id/1491/

Analisa preferensi pelanggan pengguna sabun cair merk Lux di Universitas Kristen Petra

Filed under: Uncategorized — Tags: , , , , , , — dvanhlast @ 7:31 am

Author : KUSUMA, GRACE

Preferensi pelanggan disebabkan adanya berbagai pilihan yang harus ditetapkan oleh konsumen dalam memilih suatu produk. Beragamnya produk membuat konsumen harus menentukan pilihannya dengan tepat sesuai dengan kebutuhan dan keingginannya. Oleh karena itu produk yang baik adalah yang mempunyai nilai tersendiri di mata konsumennya. Preferensi ditunjang oleh usage, attitude dan image. Dari sinilah dapat diketahui kriteria yang diinginkan oleh pelanggan dalam menggunakan atau membeli produk. Didasarkan oleh marketing mix,dapat dipakai sebagai acuan utama bagi konsumen. Dengan salah satu analisanya yaitu korelasi dan regresi, diharapkan dapat mengetahui hubungan antara preferensi dengan usage, attitude dan image.

Keyword : consumer preference, usage, attitude, image, marketing mix, correlation analysis, regression analysis

Sumber : http://repository.petra.ac.id/1612/

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