Langgeng, Sutrisno (2009) ANALISIS STRATEGI PEMASARAN PT. SSE-VAN DER HORST INDONESIA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
|
Text (Hal Cover)
01-cover luar.pdf Download (27kB) | Preview |
|
|
Text (Abstrak)
03-abstract inggris.pdf Download (28kB) | Preview |
|
|
Text (Abstrak)
04-abstrak indonesia.pdf Download (26kB) | Preview |
|
|
Text (Lembar Pengesahan)
05-pengesahan.pdf Download (23kB) | Preview |
|
|
Text (Lembar Pernyataan)
06-pernyataan.pdf Download (25kB) | Preview |
|
|
Text (Kata Pengantar)
07-kata pengantar.pdf Download (58kB) | Preview |
|
|
Text (Daftar Isi)
08-daftar isi.pdf Download (38kB) | Preview |
|
|
Text (Daftar Gambar)
09-daftar gambar.pdf Download (26kB) | Preview |
|
|
Text (Daftar Tabel)
10-daftar table.pdf Download (26kB) | Preview |
|
|
Text (Daftar SIngkatan)
11-daftar singkatan.pdf Download (21kB) | Preview |
|
|
Text (Daftar Lampiran)
12-daftar lampiran.pdf Download (23kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (Bab 1)
13-bab 1.pdf Restricted to Registered users only Download (52kB) |
|
|
Text (Bab 2)
14-bab 2.pdf Restricted to Registered users only Download (233kB) |
|
|
Text (Bab 3)
15-bab 3.pdf Restricted to Registered users only Download (108kB) |
|
|
Text (Bab 4)
16-bab 4.pdf Restricted to Registered users only Download (37kB) |
|
|
Text (Bab 5)
17-bab 5a.pdf Restricted to Registered users only Download (100kB) |
|
|
Text
17-bab 5b.pdf Restricted to Registered users only Download (102kB) |
|
|
Text
17-bab 5c.pdf Restricted to Registered users only Download (68kB) |
|
|
Text (Bab 6)
18-bab 6.pdf Restricted to Registered users only Download (195kB) |
|
|
Text (Bab 7)
19-bab 7.pdf Restricted to Registered users only Download (48kB) |
|
|
Text (Daftar Pustaka)
20-daftar pustaka.pdf Restricted to Registered users only Download (24kB) |
|
|
Text (Lampiran)
21-lampiran 2.pdf Restricted to Registered users only Download (42kB) |
Abstract
PT. SSE-Van Der Horst Indonesia (PT.VDHI), especially Division Marine and Industrial Service industry is in the industrial services sector repair or who have large scale capacity, both machines in a rather large amount of capacity and is capable of handling large and small dimensions. Problems faced by the company include the implementation of marketing strategy is less accurate and less effective, seizing the market share position of less, the sales growth that needs to be improved, the accuracy of the zero in the target markets that are less focused, industry services sector repair a new field that began appear, competition is increasingly tight, dropping with the latest advances in technology. But the problems of this company requires a Marketing Strategy that appropriate and effective. On this research the author uses Descriptive Analytical Method. Data collected through the study of literature and internal company. Data analyzed consisted of the analysis of external and internal environment, and 9 elements of marketing. Further analyzed with the SWOT matrix, the Grand Strategy Clusters Model and the Grand Strategy Selection Matrix. Conclusion of this research is the competition between the service industry repair service very strict. PT.VDHI especially Division Marine and Industrial Service must improve the strategy as part of efforts to improve the market in the repair services sector. PT.VDHI can apply a Strategy of Growth and Aggressive Growth with a Concentration on exploration of resources such as internal Market Development and Product Development company, so the goal can be achieved. PT. SSE-Van Der Horst Indonesia (PT.VDHI), khususnya Divisi Industrial dan Marine Service adalah industri di bidang jasa rekondisi atau perbengkelan yang mempunyai skala kapasitas besar, baik mesin-mesin dalam jumlah yang cukup banyak dan kapasitas yang mampu menangani dimensi besar dan kecil. Permasalahan yang dihadapi perusahaan berupa penerapan strategi pemasaran kurang akurat dan kurang tepat sasaran, perebutan pangsa pasar/market share position kurang besar, pertumbuhan penjualan/sales growth yang perlu ditingkatkan, ketepatan dalam membidik sasaran pasar yang kurang fokus, industri baru bidang jasa rekondisi yang mulai bermunculan, persaingan yang semakin ketat, ketertinggalan dengan kemajuan teknologi yang terbaru. Maka permasalahan perusahaan ini menuntut adanya suatu Strategi Pemasaran yang tepat, efektif dan effisien. Pada penelitian ini penulis menggunakan Metode Analisa Deskriptif. Data yang dikumpulkan melalui studi pustaka dan internal perusahaan. Data yang dianalisa terdiri dari analisa lingkungan eksternal dan internal, dan 9 elemen pemasaran. Selanjutnya dianalisa dengan matrix SWOT, Grand Strategy Clusters Model dan Grand Strategy Selection Matrix. Kesimpulan dari penelitian ini adalah persaingan antar sesama industri jasa rekondisi sangatlah ketat. PT.VDHI khususnya Divisi Industrial dan Marine Service harus meningkatkan strateginya sebagai bagian dari usaha meningkatkan pangsa pasarnya di bidang jasa rekondisi. PT.VDHI paling tepat dengan menerapkan Strategi Pertumbuhan Agresif dan Konsentrasi pada Pertumbuhan dengan eksplorasi sumber daya internal berupa Market Development dan Produk Development sehingga tujuan perusahaan dapat tercapai.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-09-041 |
| Call Number: | TM/10/045 |
| NIM/NIDN Creators: | 55105120101 |
| Uncontrolled Keywords: | STRATEGI 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: | 10 Feb 2010 11:18 |
| Last Modified: | 13 Jul 2022 04:13 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/26809 |
Actions (login required)
 |
View Item |
