MARKETING STRATEGY USING NEW WAVE MARKETING APPROACH TO INCREASE CUSTOMER LOYALTY IN CEMENT INDUSTRY (DYNAMIX CASE)

• Main Author: Kiswanto, Yopi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84030
• Institution: Institut Teknologi Bandung

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