PROPOSED MARKETING STRATEGY FOR PT SEMEN PADANG REGION III (JAKARTA, WEST JAVA, AND BANTEN)

• Main Author: ADIPUTRA SABRI (NIM 29316038), RIYAN
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30554
• Institution: Institut Teknologi Bandung

Nowdays, global is the new era and many companies fight against each other to do research <br /> <br /> and give what market needs and want. This condition has caused cement industry to offer something <br /> <br /> new and updated to the market. PT Semen Padang region III has to do innovation to get more share in <br /> <br /> Jakarta, West Java and Banten. There are two objectives of this reaserch, First, to determine the <br /> <br /> strategic position of PT Semen Padang region III which is engaged in cement industry in Indonesia. <br /> <br /> Second, to develope suitable marketing strategy that fits with its strategy in order to offer PT Se men <br /> <br /> Padang’s product in region III market. This research used quantitative and qualitative methodology. <br /> <br /> Qualitative method will be used in re-evaluating the business model with interview users or focus <br /> <br /> group discussion. Quantitative method will be used in determining the best marketing strategy with <br /> <br /> Quantitative Strategy Planning Matrix, PESTEL Analysis, SWOT analysis, and other analysis. PT <br /> <br /> Semen Padang region III concerning the proposed marketing strategy obtained the following <br /> <br /> conclusions: PT Semen Padang region III based on external internal matrix and SWOT matrix shows <br /> <br /> that PT Semen Padang region III is in a strong strategic position and has wide market potential, the <br /> <br /> effective marketing strategy to be undertaken by PT Semen Padang region III consists of five strategies <br /> <br /> based on the following priorities: First, Optimizing cooperation with government and related agencies. <br /> <br /> Second, Promotion in print, television and online. Third, Online based orders & payments. Fourth, <br /> <br /> Increase the number of branch offices for the regional Banten and West Java. Fifth, Reward & bonus <br /> <br /> for distributors and sellers.