PROPOSED MARKETING STRATEGY TO INCREASE SALES IN PRIVATE HOSPITALS IN INDONESIA
The Purpose of this research is to examine the marketing strategies to penetrate Indonesia private hospitals for the oncology-based medical equipment. The primary objective is to understand the factors influencing the decision-making process of private hospitals before the decision is made. Th...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/86029 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The Purpose of this research is to examine the marketing strategies to penetrate
Indonesia private hospitals for the oncology-based medical equipment. The primary
objective is to understand the factors influencing the decision-making process of
private hospitals before the decision is made. The research utilizes a qualitative
methodology, incorporating primarily data from the respondents who are working
in private hospitals with extensive experiences.
The important findings highlighted in this thesis were related to product quality,
pricing strategies, the purchasing process, and after-sales support. By using the
methodology of comprehensive frameworks such as the VRIO analysis, Porter’s
Five Forces, and SWOT analysis, the research found the significance of explain the
high-quality products to customer and the need for streamlined the internal
processes to enhance customer satisfaction.
Recommendations for PT Sehat Healthcare Indonesia include focusing on product
differentiation, improving after-sales support, adopting flexible pricing strategies,
and increasing participation in local medical events. The study concludes that by
addressing these areas, the company can strengthen its market position and increase
sales in the competitive landscape of Indonesian private hospitals. |
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