ANALYSIS OF PT INASIâS MARKETING STRATEGY FOR SUSTAINABLE PRACTICES THROUGH GAP ANALYSIS
This thesis explores the Marketing Strategy of PT INASI in the context of sustainability, employing the Gap Analysis method to identify and address discrepancies in the internal and external perceptions of the company's sustainability initiatives. The focus is on the gap analysis , which...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/79721 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | This thesis explores the Marketing Strategy of PT INASI in the context of sustainability,
employing the Gap Analysis method to identify and address discrepancies in the internal and
external perceptions of the company's sustainability initiatives. The focus is on the gap analysis ,
which signifies the disparity between the comprehensive internal sustainability approach—
encompassing environmental, economic, and community aspects—and the predominantly
environmental perception held by the public. The study begins by defining the gap at PT INASI
and recognizing its implications on the company's reputation, community relationships, and
overall impact. The research delves into the reasons behind the gap, acknowledging the importance
of aligning internal efforts with external perceptions for the successful implementation of
sustainable strategies. The thesis concludes by highlighting the critical role of addressing the gap
analysis in achieving PT INASI's sustainable strategy objectives. By implementing the proposed
action plan, the company can enhance its reputation, strengthen community relationships, and
maximize the impact of its sustainability initiatives. The findings contribute to the broader
understanding of gap analysis methodologies in the context of marketing strategy for
sustainability-focused organizations |
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