USULAN STRATEGI BAURAN PEMASARAN PT BAT INDONESIA (STUDI KASUS ROKOK MEREK ARDATH)

• Main Author: Sihombing (NIM : 28198025), Obertin
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/4818
• Institution: Institut Teknologi Bandung

<b>Abstract :</b><p align=\"justify\"> Globalization which trend to economic market, push companies to anticipate changes. The lattest issue in cigarette business is the changing of taxes which influenced by production capacity of the company. It will cause the rising price of white cigarette, and there will be a possibility of losing their consumers. Besides that, clove cigarette already expand their market. All that problems make companies have to rethinking their marketing strategies. <br /> <br /> This research had done at PT BAT Indonesia on June until August 1999, with directly data taken and another information from the company. <br /> <br /> The topic is about marketing strategic of PT BAT Indonesia in order to face the changing of taxes with Peraturan Pemerintah No. 124/KMK 05/1999 dated April 13 , 1999. Eventhough that changing will cause loss for the produsens in general, PT BAT Indonesia has to make their market share on the right level ; or, on different point of view, seeing that changing as an opportunity to make the market share larger. <br /> <br /> The SWOT analysis is used to see company\'s external environment, or the competitors of company. The output is varied strategy which combine strengthness, weaknessess, opportunity and threath of PT BAT Indonesia. The strategy will be implemented in marketing strategy concepts, that are price, product, place and promotion. <br /> <br /> The new strategy should give new direction for company in facing globalization. Also, it should give a better result than the strategy before.