BAKIR, YOSMAR (2010) PENGEMBANGAN STRATEGI PEMASARAN PADA PT. ENERGIZER INDONESIA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The process in this study include gathering the information, and do analysis and discussion. Retrieval of information needed unearthed by the literature study, both derived from the company's sales reports marketing activities, the achievement of company projections, books, articles, magazines, internet and other sources related. Strategic management process includes environmental observation process, both internally and externally, followed by the formulation of the vision and mission, and then the formulation of corporate strategy. The internal environment includes the structure and behavior of firms, the use of technology, marketing policy, the company's financial condition as well as research and development. While observations of the external conditions include macro environment (political aspects, economic aspects, social aspects and technological aspects) and the industrial environment (competitors aspects, aspects of potential new entrants, potential aspects of a replacement or substitution of products, aspects of buyer bargaining power and bargaining power aspects suppliers). Based on the results of this study, market share dominated by PT Energizer Indonesia has placed the company's position as market leader (market leader). Strategies that can be run by PT. Energizer Indonesia in the next future are as follows: • Strategy I: Based on TOWS analysis, the most appropriate strategy is The Reformulation of Concentrated Growth. • Strategy II: Based on the Grand Strategy Selection Matrix, then the appropriate strategy is Concentrated Growth, Market Development, Product Development and Innovations. • Strategy III: based on the position as market leader, then the appropriate strategy is market penetration. Proses dalam penelitian ini meliputi pengumpulan informasi, dan melakukan analisa serta pembahasan. Pengambilan informasi yang dibutuhkan digali berdasarkan studi kepustakaan, baik berasal dari dalam perusahaan, aktivitas pemasaran perusahaan, proyeksi pencapaian perusahaan, buku, artikel, majalah, internet maupun sumber-sumber lain yang terkait. Proses manajemen strategis meliputi proses pengamatan lingkungan, baik internal maupun eksternal, dilanjutkan dengan perumusan visi dan misi, dan kemudian perumusan strategi perusahaan. Lingkungan internal meliputi struktur dan perilaku perusahaan, pemanfaatan teknologi, kebijaksanaan pemasaran, kondisi keuangan perusahaan serta penelitian dan pengembangan. Sedangkan pengamatan terhadap kondisi eksternal meliputi lingkungan makro (aspek politik, aspek ekonomi, aspek sosial serta aspek teknologi) dan lingkungan industri (aspek pesaing, aspek pendatang baru yang potensial, aspek potensi adanya produk pengganti atau substitusi, aspek daya tawar pembeli serta aspek daya tawar pemasok). Berdasarkan hasil penelitian ini, pangsa pasar yang dikuasai oleh PT Energizer Indonesia telah menempatkan posisi perusahaan sebagai pemimpin pasar (market leader). Strategi yang dapat dijalankan oleh PT Energizer Indonesia kedepannya adalah sebagai berikut : • Strategi I : Berdasarkan analisa TOWS, maka strategi yang paling cocok adalah Reformulation Of Concentrated Growth. • Strategi II : Berdasarkan Grand Strategy Selection Matrix, maka strategi yang cocok adalah Concentrated Growth, Market Development, Product Development dan Innovations. • Strategi III : berdasarkan posisi sebagai market leader, maka strategi yang cocok adalah market penetration (penetrasi pasar).
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-10-142 |
| NIM/NIDN Creators: | 55106110024 |
| Uncontrolled Keywords: | MM, TESIS MAGISTER MANAJEMEN |
| 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: | MELATI CAHYA FITRIANI |
| Date Deposited: | 09 Jun 2022 02:44 |
| Last Modified: | 14 Jul 2022 03:05 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/62929 |
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