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/