MARKETING STRATEGY USING NEW WAVE MARKETING APPROACH TO INCREASE CUSTOMER LOYALTY IN CEMENT INDUSTRY (DYNAMIX CASE)
Cement Industry is becoming more dynamic; a decade ago, market conditions were still very ideal, with demand and production in balance, but the presence of new entrants tightened competition, forcing Dynamix to survive in the face of an attack from low-cost cement products. This study was cond...
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| Main Author: | |
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/84030 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Cement Industry is becoming more dynamic; a decade ago, market conditions were
still very ideal, with demand and production in balance, but the presence of new
entrants tightened competition, forcing Dynamix to survive in the face of an attack
from low-cost cement products. This study was conducted to determine what can
be done to preserve and boost sales through an effective marketing strategy and a
focus on customers. The investigation began by examining the market's dynamic
competition and evaluating Dynamix's strengths and weaknesses, as well as
potential risks posed by competitors or emerging market segments in Indonesia.
The presentation is carried out in a systematic and detailed manner to offer
recommendations that meet the needs of facing competitors. To gain a
comprehensive understanding, a study approach was used that included both
quantitative and qualitative analysis to investigate the stages of the customer's
decision-making process when choosing which product to use.
The study also examines literature on marketing strategy, using the most recent
techniques as a reference, where the theory has been applied by various companies.
Having the right theoretical framework will be one of the main base foundations in
providing insight and perspectives to build the most effective marketing plan. With
this research, it is hopes to contribute Dynamix journey to meeting future
challenges by implementing the explained strategy of focusing on target customers
through recommended activities in terms of communication material selection and
marketing activities. Hopefully, this study will be able to make Dynamix the
leading cement brand in Indonesia |
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