Strategi pemasaran untuk menembus pasar permen bebas gula (studi kasus pada PT UPA)

Winanto, Nyoman Aditya (2006) Strategi pemasaran untuk menembus pasar permen bebas gula (studi kasus pada PT UPA). Masters thesis, Widya Mandala Catholic University Surabaya.

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Abstract

With its high level of population and relatively improving economic level, Indonesia has become a potential market for various food and beverages product. Therefore, PT UPA, which is operating in confectionery industry, strives to develop the market and its product as well. The purpose of this study is to analyse the marketing strategy, in which PT UP A must perform in developing its product by producing and distributing sugar free candy, in order to achieve company's goal. The research is executed by conducting preface and field study using interview and questioner filled by the management of PT UP A which is directly related with strategy planning and implementation. Results gained from the research shows that the strategy, which PT UPA must apply, is to penetrate into the "appealing" sugar free candy, by using the strategy of product/market diversification, and distributing sugar free candy product by sole distributor through specific outlets such as drug store, pharmacy, supermarket, etc, with prices under the main competitors. The keywords for this study are marketing mix, 5 forces model, SWOT analysis and diversification strategy.

Item Type: Thesis (Masters)
Subjects: Business
Business > Strategic Management
Divisions: Graduate School > Master Program in Management
Depositing User: Sri Kusuma Dewi
Date Deposited: 26 Jun 2015 08:43
Last Modified: 26 Jun 2015 08:43
URI: http://repository.wima.ac.id/id/eprint/2645

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