TESIS MANAJEMEN, 2012

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Analisis strategi pemasaran dalam rangka mengembangkan usaha IndoCreation.com

Edo . Bramanta

Abstract


This research focuses to the right marketing strategy to be implemented by IndoCreation.com for business development. IndoCreation.com is an online retail market websites that focus on only promote Indonesia product. With using primary and secondary data collected from interview the management IndoCreation.com, this research use the analysis of internal and external environments, industry environment analysis (five forces porter) and SWOT analysis for business development strategy, and also use the analysis of STP (Segmentation, Targeting, Positioning), and (7P’s (Product, Price, Place, Promotion, People, Process, and Physical Evidance) for marketing strategy. In business development strategy use IFE matrix (Internal Factor Evaluation), EFE matrix (External Factor Evaluation), and IE matrix (Internal-External) to assure the strategy advised for IndoCreation.com is based on their actual conditions of Strengths, Weaknesses, Opportunities, and Threats. The result of IE Matrix for external environment factor (3,87) and Internal environment factor (3,92) puts the position of IndoCreation.com was in quadrant I, in the area “Growth and build” The strategy commonly used in this position are market penetration and market development. Analysis segmentation for some aspects which are, geographic, demographic, behavior and psycographic. Analysis targeting for niche market and growth market. Analysis positioning for product user, use of the product, and by competitors.

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