BRANDING AND MARKETING STRATEGY TO ATTRACTING AND RETAINING CUSTOMERS (CASE STUDY PT. SINAR BARU ALGENSINDO)

• Main Author: Luftyzar Prakasa, Alvin
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/36691
• Institution: Institut Teknologi Bandung

Book publishing business in Indonesia is currently experiencing various periods and phases that are influenced by globalization and technological developments. In the past, SBA is quite popular with consumers at that time and able to dominate the market. But lately along with the emergence of several new competitors in the same business scope make products of SBA is no longer able to dominate the market. This research aims to identify the main cause of decrease in sales profit, to explore the differentiator factors in order to success, to plan the stages to win competition, and provide strategy to SBA to increase their demand and revenue. This research use conceptual framework to guide them in their data collection and analysis commonly. This research uses framework solution in the form of marketing strategies which include Price, Product, Promotion, and Placement (4P) and product development strategies which include branding and packaging. Also using Porter’s 5 Forces framework to classifying and analysing competition. Based on the results of IFE and EFE Matrix analysis, PT SBA is located in cell number IV “Grow and Build”. An appropriate strategy for SBA is an intensive strategy movement, such as: market penetration, market development, and product development. SBA characteristic of segment is quite similar with few competitors characteristic.