PROPOSED MARKETING STRATEGY TO INCREASE SALES ON PT. PROMEDIKA MITRA UTAMA

• Main Author: Riosena Nur Soffa, Is
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/71983
• Institution: Institut Teknologi Bandung

Promedika Mitra Utama (PMU) is a business entity engaged in the wholesale and retail sales of distributors of medical devices and laboratories. During its operation to date, the company has carried out offline and Online-based marketing activities. Marketing activities carried out offline include the sale of offline/offline and online/online retail stores through media platforms such as WhatsApp, Instagram and Shopee. However, there are risk constraints and obstacles that affect the process of developing the company's marketing activities. PMU does not yet have a good, standardized marketing plan. This makes it difficult for internal management to take management actions for each marketing activity such as campaigns, monitoring results, and evaluating ongoing marketing activities. Therefore, companies need to plan a good and structured life cycle process flow of marketing activities that are useful as material for evaluating and accepting marketing activities in the future. Using the AFI analysis framework based on internal, external, and SWOT formulation, will result in some proposed marketing planning strategy. Marketing plan will be used for 2023, where the results are in the form of a formulation of 7Ps of marketing mix, TOWS, and Porter Generic analysis. Finding this research, it was found that PMU will plan offline and online-based marketing activities in 2 semesters during 2023. Which is the goal of the first semester to build awareness and semester 2 is discount incentives product to boost sales.