PROPOSED MARKETING STRATEGY TO INCREASE MARKET SHARE OF PENTAVALENT VACCINE IN INTERNATIONAL MARKET (CASE STUDY: PT. BFF â INDONESIAN VACCINE MANUFACTURER)
PT. BFF is one of state owned company of Republic of Indonesia that engaged in production of human vaccine. PT. BFF is not only doing its business in domestic but also exporting its good either as vaccine or intermediate vaccine product to many countries in the world in supporting EPI program. As...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/50761 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | PT. BFF is one of state owned company of Republic of Indonesia that engaged in production of human
vaccine. PT. BFF is not only doing its business in domestic but also exporting its good either as
vaccine or intermediate vaccine product to many countries in the world in supporting EPI program. As
one of the product of PT. BFF, Pentavalent vaccine is one of the most current combination vaccine in
which since launched in 2013 has been fulfilled the demand of domestic market for EPI program and
its private market. However in International market til date the pentavalent of PT. BFF could not gain
any market share in UNICEF and also in National EPI program in bilateral countries while only small
portion of pentavalent vaccine of PT. BFF could be marketed in Thailand private market. With the
plan to changes one of imported component of pentavalent vaccine that may affect the product pricing,
in the future the pentavalent vaccine of PT. BFF could increase its market share in international
market with a great value.
This research aims to formulate the propose improvement marketing strategy for pentavalent vaccine
to increase its market share in international market and strengthening the positioning of PT. BFF and
its pentavalent vaccine.
Through research methods by analysing internal and external environments, including conducting
survey to the export customer of PT. BFF, comparative analysis with similar company, and conducting
brand exploratory survey of PT. BFF and also strategy formulation through SWOT-TOWS Matrix,
and Importance Performance Analysis PT. BFF need to improve the marketing strategy through
improvement of STP (Segmenting, Targeting and Positioning) strategy, Improvement of Marketing
Mix Strategy (Product, Price, Promotion and Distribution), key account management strategy and
relation management |
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