PERANCANGAN STRATEGI PEMASARAN DAGING SAPI IMPOR OLEH PT GLOBAL BOGA SUKSES BERDASARKAN ANALISIS PERSEPSI DAN PREFERENSI KONSUMEN

• Main Author: Surjana, Rendy
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/48477
• Institution: Institut Teknologi Bandung

Beef is one type of staple food which are supplies a major amount of proteins needed by human body. The high level of population in Indonesia, specially in Bandung, is becoming a great opportunities for many local or import beef wholeseller. Beef consumption can’t be provided yet by local beef supplies, therefore the are always business opportunities for import beef commodities. The great size of potential market is becoming so attractive so that many new incomer meat wholeseller participated in the market. The competition of getting market share in the market are becoming tougher. PT Global Boga Sukses is one of them, which is supplies imported beef and targeting those hotel, restaurant, and café market segment. For getting new customers, beef wholesellers compete toughly in price, quality, and promotion. Therefore PT Global Boga Sukses has to construct marketing strategies for survival in market purposed by increasing sales. This research has a purpose to give recommendations for PT Global Boga Sukses associated with creating marketing programs based on market research. Research method which used by this research for solving the problems are marketing concept : segmenting and targeting, 7P marketing mix : Product, Price, Promotion, Place, People, Process, Physical Evidence. The first step of this research is to identify important and significant factors which are determine someone to buy their beef needs by factor analysis method. After that using cluster analysis to determine the market segmentations, correlate those segments with respondent profile by cross tabulation method. By those sequence steps of research, 4 cluster or market segments are determined with different characteristic and preferences which are becoming consideration for PT GBS choosing their target market segment.