Kumpulan Skripsi & Artikel Jurnal Ilmiah

2009

Penelitian segmentasi, targeting, dan positioning Radio Sangkakala serta mencari harapan pendengarnya

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

Author : LIM;, ISTIANTO

Penelitian terhadap para konsumen adalah salah satu cara untuk melakukan pengenalan kepada para konsumen. Seperti halnya Radio Sangkakala sebagai perusahaan jasa di bidang telekomunikasi membandingkan segmen dari para pendengaranya secara aktual dengan segmen primer yang telah ditetapkan juga membuat segmentasi baru berdasarkan faktor-faktor layanan yang ada di radio tersebut. Kemudian mencari harapan dari para pendengarnya dan membuktikan ketepatan positioning adalah cara-cara pengenalan terhadap konsumen yang dilakukan dengan penelitian. Penelitian ini dilakukan dengan menyebarkan kuesioner yang dilakukan secara semi wawancara kepada orang-orang yang diketahui sebagai pendengar Radio Sangkakala. Data yang didapat diolah untuk menganalisa profil dan harapan dari para pendengamya dengan menganalisa frekuensi masing-masing variabel profil dan harapan dan tabulasi silang beberapa variabel juga dicari hubungan dan ketergantungan antar variabel. Membuat segmentasi dengan analisa kluster dan mencari profil serta harapan masing-masing kluster dengan tabulasi silang. Mencari positioning Radio Sangkakala secara nyata dengan analisa faktor. Dari hasil pengolahan didapat bahwa segmen primer yang ditetapkan oleh pihak Radio Sangkakala hanya sesuai dari segi usia tetapi dari segi kelas sosial tidak sesuai. Kluster yang dijadikan sasaran adalah kluster satu dengan memperhatikan faktor layanan yang paling berpengaruh yaitu perbaikan pada penangkapan gelombang radio, telepon, sarana promosi, dan penerimaan gelombang Radio Sangkakala. Positioning Radio Sangkakala secara nyata adalah sebagai radio pendidikan dan hiburan yang sesuai untuk pendengar dewasa dan lanjut usia.

Keyword : segmentation, targeting, positioning, cluster analysis, cross-tabulation, factor analysis

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/

How to improve the image of Indonesia in order to ensure The Netherlands tourists that Indonesia is still eligible for leisure attraction

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Author : TJONG, CAROLIN

Indonesian tourism was chosen to be the topic that could be interesting to be analyzed as in the late years; the country image has been decreasing due to bombing issues, terrorism issues and economic crisis. Besides, based on the data that the writer had obtained, the numbers of Dutch tourists were decreasing slightly higher than the other European countries. Some research, including primary and secondary research, had been done to reach the most accurate result. The aim of the research is to show whether or not any relation between the decrease on numbers of Dutch tourists and the negative issues towards Indonesia. The result showed that most of the respondents who had never been to Indonesia were less interested to visit Indonesia due to the negative image that the country possessed. Realizing this finding, the writer had some suggestions which were related to building new positioning and renewing marketing strategy to establish positive image and attract more Dutch tourist or even international tourist visiting Indonesia in future years.

Keyword : image management, customer satisfaction, segmenting, targeting, positioning, customer loyalty

Sumber : http://repository.petra.ac.id/1156/

Pengembangan merek “Surabaya as a city business” (segmenting, targeting and positioning)

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Author : MURTIHARDJANA;, SANDRA

Pengembangan merek yang dilakukan adalah untuk Kota Surabaya . Tidak dapat dipungkiri bahwa Kota Surabaya adalah kota kedua setelah Kota Jakarta ; namun , bukan tidak mungkin dengan potensi yang dimilikinya, Kota Surabaya mampu menunjukkan eksistensi, terutama di bidang bisnis, sehingga mampu menjadi kota yang memiliki ciri sebagai kota bisnis. Oleh karena itu , tujuan penelitian ini adalah untuk menjadikan Kota Surabaya sebagai kota yang berkualitas dan berkompetensi , terutama di bidang bisnis yang dilandasi oleh nilai semangat tinggi.Dengan penelitian lebih dalam pada segmentasi, target pasar dan posisi Kota Surabaya.

Keyword : surabaya city, segmenting, targeting, positioning

Sumber : http://repository.petra.ac.id/5168/

Marketing strategy: developing a positioning strategy to boost branded Indonesian tea sales in the Netherlands

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Author : SURYA, RICHARD

This research is meant to develop positioning strategies to help Indonesian tea manufacturers to expand to the Netherlands market. The theoretical framework that is expected to be used in general is the segmentation, targeting and positioning (STP) strategy by Philip Kotler (2003), complemented with other theories such as positioning by Al Ries and Jack Trout (2001). Data and other information are expected to be collected using qualitative approach that is inductive, with survey and case studies. The research is introduced in further details in Chapter 1 Introduction. Next, critical review on various related theories on STP is done in Chapter 2 Theoretical Framework. They are, then put into the context of tea market in the Netherlands in Chapter 3 Application on Tea Market. Finally, the research is closed with Chapter 4 Limitations and Suggestions for Further Research. In short, the research found that there are still some opportunities available, that using Indonesian country image is very important. The four proposed positioning statements are: 1. To conservative and caring people, our (Brand name) is Indonesian black tea blend that is exotic, caring and of high quality 2. To females, our (Brand name) is Indonesian health tea that is exotic and of high quality 3. To active people, our (Brand name) is Indonesian wake-up tea that is exotic, refreshingly strong and of high quality 4. To conservative people, our (Brand name) is Indonesian herbal tea that is exotic, refreshingly healthy and of high quality

Keyword : tea, segmenting, targeting, positioning, stp, netherlands, qualitative research, indepth interview, marketing, sales

Sumber : http://repository.petra.ac.id/5034/

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