PROPOSED MARKETING STRATEGY TO IMPROVE SALES OF ‘KRIMOR’ IN PT. SATRIA KRISPI JAYA

• Main Author: Yulianti Johan, Ira
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46750
• Institution: Institut Teknologi Bandung

Snacks are one type of food that is commonly consumed as a snack or a delay hungry. This type of food is also a food that is consumed by many people in Indonesia because it has become part of the culture of consuming snacks in between activities. PT. Satria Krispi Jaya itself is a company engaged in the production of snack foods with a product called ‘krimor’. Chapter 1 explains how the condition of the light food industry in West Java along with the background of PT. Satria Krispi Jaya as a company engaged in this field. In addition, Chapter 1 also discusses business issues relating to sales and competition against producers who have been in the industry for much longer with more stable sales. Next, Chapter 2 outlines the conceptual framework. This section explains how business issues are viewed externally and internally. From the external side, business issues are discussed using PESTLE analysis, Porter's Five Forces, competitor and consumer analysis. As for internal, the theory used is 4P Marketing Mix, Value Chain Analysis, and Segmenting, Targeting, Positioning (STP). Furthermore, strength, weakness, opportunity, and threat (SWOT) Analysis is also used to determine the strengths and weaknesses of the company as well as possible opportunities and threats. With this explanation, the core problems of the company will be found in the marketing strategy, distribution which is not yet extensive, and the need for improvement in terms of the quality of raw materials which affects the final product. Chapter 3 contains various business solutions that can be applied by companies. The division of solutions consists of 2: alternative and proposed strategies. Alternative strategies explain the various possible solutions that can be done based on SWOT, then will be selected that best suits the conditions of the company and outlined in the proposed strategies. Of the various solutions available, the solution chosen is to use online media to market products, look for suppliers of raw materials that can guarantee the supply of better quality goods, and work with more distributors. In Chapter 4 as the final part, an implementation plan is seen in terms of time and cost. Implementation plans adjust to the type of plan that has been taken along with the conditions that occur in the company.