STRATEGI PEMASARAN ROMAN CERAMICS

PUSPITASARI, DIAH (2009) STRATEGI PEMASARAN ROMAN CERAMICS. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This research was aimed to formulate marketing strategy for PT. Satyaraya Keramindoindah who have trade brand is Roman Ceramics for the period of 2010. Qualitative method by data collecting and research for PT. Satyaraya Keramindoindah management. Was used analyze the case, furthermore, strategic tools which were used covered matrix EFE, IFE, and SWOT. Results showed that influencing external factors of marketing strategy of Roman Ceramics were : (1) economic global was crisis at the end of 2008 and early 2009; (2) the highest brand awareness was build for Roman Ceramics in local market; and (3) the highest selling price for between Roman and others. The influencing internal factors of marketing strategy of Roman Ceramics are : (1) have loyalty consumer brand to Roman; (2) mode and design of architecture well respected in people in Indonesia; (3) Roman Ceramics management is doesn’t realize how important brand communication in media activities. Based on external and internal factors above, it can be concluded that strategy which should be perform by Roman Ceramics in next 2010 is the improvement of media communication activities in several media it make deep interactive with the customer and make selling number improvement for the next step. Penelitian ini bertujuan untuk memformulasikan strategi pemasaran bagi PT. Satyaraya Keramindoindah pemilik merek dagang keramik Roman untuk periode 2010. Metode analisis yang digunakan adalah analisis kualitatif dengan metode pengumpulan data melalui riset kepada Manajemen PT. Satyaraya Keramindoindah. Alat analisis (strategic tools) yang digunakan meliputi matriks EFE, IFE, dan SWOT. Adapun hasil yang didapatkan dari penelitian ini adalah sebagai berikut: Faktor-faktor eksternal yang berpengaruh bagi strategi pemasaran Roman Ceramics adalah (1) adanya krisis ekonomi global yang terjadi di akhir tahun 2008 dan di awal tahun 2009; (2) tingginya brand awareness yang dimiliki oleh keramik Roman di pasaran lokal; dan (3) mahalnya harga jual keramik Roman dibandingkan dengan harga keramik yang lain. Faktor-faktor internal yang berpengaruh terhadap strategi pemasaran Roman Ceramics adalah (1) adanya konsumen yang loyal terhadap merek Roman; (2) besarnya kesadaran para konsumen tentang adanya tren desain arsitektur setiap tahunnya; (3) kurangnya kesadaran manajemen Roman tentang pentingnya berkomunikasi iklan di berbagai media. Sehingga atas dasar factor-faktor eksternal dan internal tersebut di atas, maka strategi yang dijalankan oleh Roman Ceramics di tahun 2010 adalah banyaknya aktivitas media maupun aktivitas komunikasi marketing yang lebih bertujuan adanya interaksi langsung kepada para konsumen, sehingga diharapkan mampu memberikan dampak penjualan langsung nantinya.

Item Type: Thesis (S2)
Call Number CD: CDT-551-09-106
Call Number: TM/10/138
NIM/NIDN Creators: 55107110015
Uncontrolled Keywords: PEMASARAN,mps, manajemen pemasaran
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Admin Perpus UMB
Date Deposited: 02 Jun 2010 11:46
Last Modified: 14 Jul 2022 02:55
URI: http://repository.mercubuana.ac.id/id/eprint/26877

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