Kumpulan Skripsi & Artikel Jurnal Ilmiah

2009

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

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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/

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