Strategi Pemasaran Produk My Meals Pada PT. Katering Makanan Indonesia

Kresno, Wicaksono (2011) Strategi Pemasaran Produk My Meals Pada PT. Katering Makanan Indonesia. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The aim of this marketing strategy formulation is to find the best alternative strategy trough scientific marketing strategy formulation. A comprehensive strategy formulation frame work by David was the method applied in this thesis. This technique has 3 stages : (1) Stage 1, Input Stage. Consist of External Factor Evaluation Matrix, Internal Factor Evaluation Matrix, and Competitive Profile Matrix. (2) Stage 2, Matching Stage. Consist of SWOT Analysis and Internal External Matrix. (3) Stage 3, Decision Stage. Using Quantitative Strategic Planning Matrix. The most attractive alternative strategy become the basic strategy which next will be used in marketing program. The marketing program approach are market segment, market target, positioning, and marketing mix (product, price, promotion, and place). Result of strategy formulation is market penetration , it shown as the most attractive strategy. All the marketing program should be made based on market penetration strategy. Keywords : marketing strategy, formulation method stages.Tujuan dari perancangan strategi pemasaran ini adalah untuk mengetahui strategi pemasaran apakah yang paling tepat agar PT Katering Makanan Indonesia menjadi pilihan pembeli dan meningkat penjualannya. Perancangan strategi pemasaran dalam karya akhir ini menggunakan metode A comprehensive Strategy Formulation Frame Work oleh David. Metode ini memiliki 3 tahap yaitu : (1)Tahap 1, tahap masukan yang terdiri dari External Factor Evaluation Matrix, Internal Factor Evaluation Matrix, dan Competitive Profile Matrix. (2) Tahap 2, tahap penandingan, menggunakan analisis SWOT dan IE Matrix. (3) Tahap 3, tahap Pengambilan Keputusan yang menggunakan Quantitative Strategic Planning Matrix. Alternatif strategi termenarik dari QSPM kemudian dijadikan dasar dalam program- program strategi pemasaran yang diolah dengan pendekatan market segment, market target, positioning, dan marketing mix (product, price, promotion, dan place). Dari perencanaan strategi dihasilkan market penetration sebagai strategi termenarik, maka strategi pemasaran market penetration dijadikan dasar dalam program-program strategi pemasaran. Kata-kata kunci : strategi pemasaran, tahapan metode formulasi.

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