PROPOSED MARKETING STRATEGY TO INCREASE SALES FOR LOCAL PHARMACY (STUDY CASE: APOTEK BINTANG MULIA)

• Main Author: Najmahani Tsabitah B, Nadya
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74321
• Institution: Institut Teknologi Bandung

In this era business is growing rapidly, this can be seen from the emergence of more and more business people. Intense business competition makes business people always required to maintain their business in order to compete with competitors. The marketing strategy plays a crucial role in determining product polict because of the quick changes in the market, the speed at which competitors respond, the appearance of a new product as a result of technological advancements, and the availability of information and monitoring which improve the ability of marketing management to recognize changes quickly and take responsible action. Pharmacy is one of the businesses that will not be consumed by the times. Currently, health is an important thing for the community, so that health service businesses are plentiful and easy to find. In this study Bintang Mulia Pharmacy as local pharmacy requires marketing strategy to increase the number of sales. The results of the study shows Bintang Mulia Pharmacy doesn’t have an optimal development for marketing strategy and good marketing. Based on the quantitative and qualitative research that has been conducted there are several external and internal factors that helped formulating the appropriate marketing strategy for Bintang Mulia Pharmacy. Bintang Mulia Pharmacy has strong foundation for long term competitive advantage, from their valuable and rare resources, as well as their effective organizational structure. Their ability to provide good quality products with competitive pricing, have informative service, coupled with their strategic location, make them a desireable option for customers. While in the external factors Bintang Mulia Pharmacy faces high competition and bargaining power, but the company’s diverse product range, virtual service may help to maintain its position in the market. To increase the number of sales Bintang Mulia needs to develop and applying the new marketing strategy.