PENGEMBANGAN STRATEGI PEMASARAN UNTUK MENINGKATKAN PENJUALAN DAN MARKET SHARE PT.NUTRICIA INDONESIA SEJAHTERA

LUBIS, SUHRIZAL (2011) PENGEMBANGAN STRATEGI PEMASARAN UNTUK MENINGKATKAN PENJUALAN DAN MARKET SHARE PT.NUTRICIA INDONESIA SEJAHTERA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

T h is stu d y co n d u cted a stu d y o n th e d evelo p m en t o f m a rk etin g s tra teg ie s o n th e P T . N u tricia In d o n esia S eja h ter a , th erefo re, it is n ec essa ry to id en tify a n d a n a lyze th e m a rketin g stra teg y w h ich cu rr en tly im p lem en ted o n S e g m en ta tio n , T a rg etin g , P o sitio n in g , a n d a lso to th e m a rketin g m ix, P ro d u ct, P rice , P ro m o tio n a n d P la ce, a n d th en fo r m u la tes it to d evelo p th e m a rketin g stra teg ies fo rw a rd . T o fo rm u la te th e d evelo p m en t o f m a rketin g stra teg ies fo rw a rd in a d va n ce,th e a n a ly sis o f fa cto rs in tern a l a n d extern a l fa c to rs h a s b een d o n e. It h a s b een m a p p ed in a S W O T to id en tify th e fa c to rs o f stre n g th s, w ea kn e sses, o p p o rtu n ities a n d th rea ts o f th e co m p a n y. th en th o se a sp ects o f m a rk etin g s tra teg y a n d d a ta a n a lyzed in te rm s o f th eo r ies th a t su p p o rt th e va rio u s m a rketin g litera tu re a n d d a ta o b ta in fro m in tern a l a n d exter n a l o f th e co m p a n y. A t th e en d o f th e th esis, th e a u th o r fo u n d evid en c es o f m a r k etin g stra teg ie s w h ic h im p lem en te d b y co m p a n y a n d fin a lly p ro vid e reco m m en d a tio n s to m a n a g em en t in fo rm u la tin g th e d evelo p m e n t o f m a rketin g str a teg ies to in cre a se sa les a n d m a rke t sh a re. K ey w o rd s : M a rk etin g stra teg y,m a rk etin g m ix ,sa les a n d m a rk e t sh a r e S tu d i in i m elak u k an k ajian te n tan g p en g em b an g an strateg i p em asar an p ad a P T . N u tricia In d o n esia S ejah tera d en g an m e lak u k an id en tifik asi d an an alisa terh ad ap strateg i p em asara n y an g d ilak san ak an sa at in i terh ad ap S eg m en ta tio n ,T a rg etin g ,P o sitio n in g d an ju g a terh ad a p bauran pe m asaran, P r o d u ct,P rice,P ro m o tio n dan P la ce, k em u d ian m eru m u sk an n y a u n tu k m em b an tu lan g k ah p en g e m b an g an str ateg i p em as aran k e d ep an . U n tu k m eru m u sk an p en g em b an g an str ateg i p em asaran k e d ep an , d il ak u k an an alis a terh ad a p fak to r - fak to r in tern al d an e k stern al y an g m e m p en g ar u h i p eru sah aa n y a n g selan ju tn y a d ip etak an d alam an alisa SWOT u n tu k m en g id en tifk a sik an fak to r - f ak to r y an g m en jad i k ek u atan ,k ele m ah an ,p elu a n g d an an cam a n p eru sah aa n , k em u d ian asp e k - a s p ek strateg i p em asaran terseb u t d i k aji d an d ia n alisa d ari s isi teo ri - teo ri p em as aran y an g m en d u k u n g d ar i b erb ag ai literatu re d an d ata d ari d alam m a u p u n d ari lu ar p eru s ah aan . H asil ak h ir d ari T e sis in i p en u lis m en em u k an fak ta - fak ta d ari str ateg i p em asaran y an g d iterap k an o leh p er u sah aan d an p ad a ak h irn y a m em b erik an rek o m e n d asi k e p ad a m a n ajem e n d alam m eru m u s k an p en g em b an g an strateg i p e m asaran k e d ep an u n tu k m en in g k atk a n p en ju alan d an m a r ket sh a re. K a ta k u n ci : S tra teg i p e m a sa ra n ,b a u ra n p em a sa ra n ,p en j u a la n d a n m a rk et sh a re

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