PENGEMBANGAN STRATEGI PEMASARAN PADA PT. ENERGIZER INDONESIA

BAKIR, YOSMAR (2010) PENGEMBANGAN STRATEGI PEMASARAN PADA PT. ENERGIZER INDONESIA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

Preview	Text (Cover) 01 - Cover Luar.pdf Download (505kB) | Preview
Preview	Text (Abstract) 03 - Abstract.pdf Download (446kB) | Preview
Preview	Text (Abstrak) 04 - Abstrak.pdf Download (452kB) | Preview
Preview	Text (Lembar Pengesahan) 05 - Lembar Pengesahan.pdf Download (444kB) | Preview
Preview	Text (Surat Pernyataan) 06 - Surat Pernyataan.pdf Download (444kB) | Preview
Preview	Text (Kata Pengantar) 07 - Kata Pengantar.pdf Download (446kB) | Preview
Preview	Text (Daftar Isi) 08 - Daftar Isi.pdf Download (449kB) | Preview
Preview	Text (Daftar Tabel) 09 - Daftar Tabel.pdf Download (443kB) | Preview
Preview	Text (Daftar Gambar) 10 - Daftar Gambar.pdf Download (443kB) | Preview
Preview	Text (Daftar Lampiran) 11 - Daftar Lampiran - tidak ada.pdf Download (448kB) | Preview
	Text (Bab 1) 12 - Bab 1 Pendahuluan.pdf Restricted to Registered users only Download (460kB)
	Text (Bab 2) 13 - Bab 2 Latar belakang Perush.pdf Restricted to Registered users only Download (506kB)
	Text (Bab 3) 14 - Bab 3 Konsep Strategi.pdf Restricted to Registered users only Download (755kB)
	Text (Bab 4) 15 - Bab 4 Pendekatan Perencanaan Strategis.pdf Restricted to Registered users only Download (465kB)
	Text (Bab 5) 16 - Bab 5 Analisa Data.pdf Restricted to Registered users only Download (515kB)
	Text (Bab 6) 17 - Bab 6 Rencana Strategi.pdf Restricted to Registered users only Download (518kB)
	Text (Bab 7) 18 - Bab 7 Rekomendasi.pdf Restricted to Registered users only Download (446kB)
	Text (Daftar Pustaka) 19 - Daftar Pustaka.pdf Restricted to Registered users only Download (450kB)

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).

Actions (login required)

View Item