BUSINESS STRATEGY PRODUCT OF AMDK PT. MU'AWANAH AL MA'SOEM NATI SAKINAH ISKANDAR

• Main Author: SAKINAH ISKANDAR (NIM: 29107090); Pembimbing: Dwi Larso Ph.D, NATI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19047
• Institution: Institut Teknologi Bandung

PT. Mu'awanah Al Ma'soem is a company engaged in the industry in Drinking Water Packaging, which is located in Cileunyi in Bandung regency. Founded in 2004 with the mission of economic opportunities for communities, <br /> <br /> <br /> especially the Muslim Ummah and the establishment of an independent ummah economically. Products launched 2 brand products: Air Minum Al Ma'soem and QuaZam. Market segmentation is for medium and under medium societies, <br /> <br /> <br /> especially Muslim communities and Islamic schools in the target area East Priangan and West Java. The results of analysis showed that the increase and decrease in sales was due to two factors affect the Company's External Factor, government policies in the oil and electricity prices led, and Company Internal Factor as the lack of human resources in marketing department, price and product policy. The result of analysis are founded seven solutions of business there are fixing the price in every distribution line, creating new product with price and different marketing system, anticipating of government policy, increasing human resources in marketing department, realization of industry analysis, realization of marketing mixing (4P), and realization of SWOT analysis. From the seven business solution found three business solution which directly connecting with increasing sales and become the priority step in business strategy implementation in fixing the price in every distribution line, creating the new product with price and different marketing system, and the last in increasing human resources in marketing department.