USULAN RENCANA PEMASARAN INISIATIF UNTUK PT. INOVASI KARYADINAMIKA
PT Inovasi Karyadinamika (IKD) is an private interior contractor company which has been <br /> <br /> <br /> <br /> in the industry since 28 years ago. Despite they are one of market leader in the business, <br /> <br /> <br /> <br /> the compa...
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Format: | Theses |
Language: | Indonesia |
Online Access: | https://digilib.itb.ac.id/gdl/view/23251 |
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Institution: | Institut Teknologi Bandung |
Language: | Indonesia |
Summary: | PT Inovasi Karyadinamika (IKD) is an private interior contractor company which has been <br />
<br />
<br />
<br />
in the industry since 28 years ago. Despite they are one of market leader in the business, <br />
<br />
<br />
<br />
the company is facing obstacle from internal and external factor such as unorganized <br />
<br />
<br />
<br />
marketing activity and management shifting, which caused a threat in company’s <br />
<br />
<br />
<br />
sustainability. Therefore, this research will offer a plan for IKD to overcome their <br />
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<br />
<br />
problems. <br />
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This research uses various analysis tools to analyze IKD’s internal and external <br />
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<br />
<br />
environment. Internal environment is analyzed by using STP and marketing mix (7ps). For <br />
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<br />
external environment, it will be analyzed using PEST and Porter’s Five Forces. The <br />
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research method is conducted by interview with two board of directors, reviewing from <br />
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company’s internal documents and literature research to match the problems with theory. <br />
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Using SWOT analysis, researcher will analyze the result as a reference to proposed a <br />
<br />
<br />
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marketing plan. <br />
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Based on the findings on this research, it is known that the issues are unorganized <br />
<br />
<br />
<br />
marketing activities and management shifting. Their marketing division’s job description <br />
<br />
<br />
<br />
is misunderstood and causing the job to not run properly. It is also caused the unorganzied <br />
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<br />
<br />
marketing activity. Company still rely on traditional marketing tools which run by board <br />
<br />
<br />
<br />
of directors and threatened by new entrants with adapatation in digital marketing. The board <br />
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<br />
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of directors also will be shift to their successors in about 5 years from now. <br />
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To overcome the problems, IKD needs to combine their traditional marketing and adapt <br />
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with digital marketing. The threat of new entrants makes IKD can not rely on their <br />
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traditional marketing only. With this proposed marketing plan, marketing division is <br />
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expected to have a clear job description and can run marketing activities without depending <br />
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on the board of directors. |
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