PROPOSED MARKETING STRATEGY FOR PLYWOOD PRODUCT OF PT KARYA KERINCI SEBLAT

• Main Author: Zeria Santika, Dhea
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53361
• Institution: Institut Teknologi Bandung

Based on the percentage of log production by island from 2016 to 2018, Sumatra is the island with the largest production, which is over 60%, beating other islands in Indonesia. PT Karya Kerinci Seblat is the only timber factory in Kerinci Regency. With the abundant amount of wood and the absence of other wood processing factories, this is a perfect opportunity for the company to produce plywood. In facing the current free trade era, every company strives to be as effective and efficient as possible in carrying out business processes, including marketing. In order to be able to play competitively in the plywood industry, PT Karya Kerinci Seblat must develop an effective marketing strategy to attract target customers. This research aims to get insight from buyers regarding the products to be marketed and recommend marketing strategy to PT Karya Kerinci Seblat to sell their plywood products. The method used in this research is the case study method at PT Karya Kerinci Seblat by collecting primary and secondary data. The data collection method used was qualitative through interviews and data processing through descriptive analysis. The framework used in this research is PESTEL analysis, Porter's Five Forces, Customer analysis, VRIO analysis, STP, Customer Persona and Marketing Mix (4Ps). Also, to produce a new product marketing strategy from PT Karya Kerinci Seblat, this study uses Marketing mix and AIDA+R analysis.