STRATEGI PEMASARAN OBAT-OBAT ANTI KANKER DALAM RANGKA MENINGKATKAN KEUNGGULAN BERSAING PT COMBIPHAR

• Main Author: Wijaya, Indra
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/4931
• Institution: Institut Teknologi Bandung

<p>Abstract:<p align="justify"> <br /> <br /> At the present time, the company needs marketing strategy oriented toward market, which it can be anticipate what customer needs, and wants.<p align="justify"> This thesis has purpose that is to analyze marketing environment of anti cancer drugs business and also to analyze marketing strategy. This analysis is in accordance with consumer needs, mission, and objectives of company, so that improve competitive advantage in facing business competition that has become more competitive in this latest decade.<p align="justify"> The drugs can not be considered as usual trading commodity, but as social commodity has been used by patients. There fore marketing activity should be refer to Indonesian pharmaceutical marketing ethics and government regulation. <p align="justify">The company makes marketing environment analysis, industry structure analysis by Porter, SWOT analysis before it implements the marketing strategy. Refer to analysis results, the company makes growth strategy and marketing strategy that included segmentation, targeting, positioning, and also carry out marketing mix policy insists of product, price, place, and promotion that formulated to increase PT Combiphar's competitive advantage