DEVELOPMENT OF B TO B MARKETING STRATEGY TO PENETRATE OFFICE CHAIR FABRIC BASED ON CUSTOMER BEHAVIOUR ANALYSIS IN PT SINAR CONTINENTAL-BANDUNG

• Main Author: Kurniawan (NIM 29105052), Alvin
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/5705
• Institution: Institut Teknologi Bandung

ABSTRACT: <br /> <br /> <br /> <br /> <br /> Office chair equipment business is seasonless, keep growing even had to compete with China products of course with lower price. Some factor had been analyzed behind the growth of office chair equiment business in domestic market. The most well known factor is the trend of Small Office Home Office (SOHO) which need some of office equipment including office chair. But these growth not happening in sales growth for office chair fabric in PT Sinar Continental at Bandung. Sales growth for retailer segment was much more bigger than sales growth for industrial segment, so it needed to try changing the marketing strategy for office chair fabric which in the industrial segment to achieve better sales growth in 2007. <br /> <br /> <br /> <br /> <br /> Generaly, retailer consumen and industrial consumen is in the same category for business to business marketing, but with the same marketing stimuli resulting different sales growth, so it need new marketing strategy with consumer behaviour approarch combine with dealing with the competition to generate a new marketing strategy which can increase the sales growth. <br /> <br /> <br /> <br /> <br /> Choosing variabel to express the consumer behaviour done with the focus group discussion method. Then with the in depth interview with retailer consumen and industrial consumen to get better understanding about consumer behaviour in the different segment. <br /> <br /> <br /> <br /> <br /> After determined the customer behaviour variable, in dept interview was important to see how actually the customer behaviour. It is needed to combine the customer behaviour analysis with the strategic to deal with competitor which is the market leader. The result of this combined analysis was combined between frontal attack and flank attack with the purpose to steal more market share from the market leader. Final result of this marketing strategy is the increase of sales growth even the implementation is not 100percent done yet.