PROPOSED MARKETING STRATEGY FOR PT MADU MURNI NUSANTARA

• Main Author: Theresia Sabrina, Novicanrus
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35496
• Institution: Institut Teknologi Bandung

PT Madu Murni Nusantara had experienced several harvesting failures due to natural disaster happened in 2017 and led to problem in honey production of the company which affected their product availability in the market. Inventory could not follow the incoming demands and orders thus making competitors taking advantage of the situation and grabbed the market; sales performance in 2017 declined significantly compared to 2016. In 2018, the company has solved the supply issue of honey, however the sales performance still struggling as the customers move to other brands. This final project is then developed to formulate the marketing strategy for PT Madu Murni Nusantara in order to increase sales performance and stay competitive in Indonesia’s honey industry. This final project used descriptive qualitative approach. Primary data from interview and secondary data are used to explore the internal environmental and external environmental through PESTEL analysis, competitor analysis, 4Ps of marketing mix, evaluation of Porter’s generic strategies, and SWOT analysis as basis for strategy formulation. The proposed marketing strategy for PT Madu Murni Nusantara are focusing on product development based on Ansoff Matrix and improving its positioning as premium honey for a natural source of nutrition to its target market. Target markets proposed are urban citizens, family, young adults, middle-higher and higher income group, upper middle and upper social class, sports-oriented people, health-oriented people, health enthusiast, natural product enthusiast. The proposed 4Ps of marketing mix are developing more suitable products, build CRM, marketing communication to all channel, maintain distribution channel that have access to target markets, promotions on digital platform, events targeted the health enthusiast and urban citizens, collaboration project, digital platform development, and internal training for brand image and brand communication. Business Model Canvass is formulated by incorporating research and development, moving towards digital platform, and investment on people.