PROPOSED NEW MARKETING STRATEGY FOR FLU VACCINE (CASE STUDY OF PT ABC)

• Main Author: Candy Sonia, Carolina
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/38954
• Institution: Institut Teknologi Bandung

PT ABC is an Indonesian state-owned vaccine manufacturer. PT ABC has been established for 128 years and is the sole supplier of mandatory vaccines and supplemental vaccines throughout Indonesia. In 2012, PT ABC succeeded in producing flu vaccines and began to be marketed to Indonesian people. However, from the beginning of the year this vaccine was introduced to Indonesian society, the sale of this vaccine had never reached the sales target. The purpose of this study is to create a marketing strategy for flu vaccine PT ABC so that sales can reach the target expected by the company. PT ABC needs to analyze the internal and external conditions of the vaccine flu business in order to formulate a new marketing strategy. The process of creating a new marketing strategy in this study is situation analysis, resource analysis, analysis of canvas business models, value chain analysis, industrial analysis, general environmental analysis, customer analysis, and competitor analysis. In this study interviews were conducted both qualitatively and quantitatively to find out the current state of Bandung society against flu vaccines. This interview was conducted to see the tendency of the community to treat and prevent flu and the extent of the knowledge of the people of Bandung towards flu vaccines. For customer analysis a questionnaire with 210 respondents was used. In order for a new marketing strategy to be more effective, PT ABC must further purify its market segmentation. For this study the new market segmentation is people with high productivity and are in millennial age or ranging from 17 to 34 years. The analysis of the study used descriptive analysis methods to analyze the conditions and conditions of respondents to the flu vaccine. Internal and external analysis is then summarized in the SWOT analysis. After finding a SWOT company, it continued with the creation of a new marketing strategy. A new marketing strategy is created by creating a new 4P marketing mix strategy that focuses solely on promotions, prices and places. All strategies are made with the main goal of increasing the sales of flu vaccines. The results of this study are expected to increase sales of PT ABC flu vaccines through new marketing strategies created. By establishing a new marketing strategy, PT ABC must continue to evaluate the marketing strategy used to continue to improve marketing performance in the vaccine flu.