APPLICATION OF MARKETING MIX IN RENTAL COMPANY (CASE STUDY OF PT. ASIALOG)
Since the change into new century, climate change already affecting all daily activities including business. The matter has force government to enforce more strict regulation for the business including operation of logging company. In addition, the matter becoming much worst due to massive illegal l...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/75607 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Since the change into new century, climate change already affecting all daily activities including business. The matter has force government to enforce more strict regulation for the business including operation of logging company. In addition, the matter becoming much worst due to massive illegal logging. The affected companies including PT. ASIALOG are experiencing in lower revenue, this circumstance push the company to finding alternative business opportunity. It author goal to formulating marketing strategy with finding strong alternative product for the company.
In this research, the method author used is qualitative research through structured interviews with various stakeholders in the industry and framework used is marketing mix 7Ps with preliminary framework of STP (Segmentation, Targeting, and Positioning) and SWOT analysis. Following the analysis of SWOT, and Porter's five forces, author find alternative business of tugboat and barge for PT ASIALOG is competitive sound and profitable in long term. Following the TOWS analysis, author purposing brand positioning using brand concept image management. The brand image divide into two aspects of functional and symbolic to formulating marketing strategy using marketing mix 7Ps. Overall, author conclude that the alternative business for PT. ASIALOG is competitive and profitable in long term.
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