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The success of mountea: an analysis of its marketing strategies

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The economic situation and a high level of competition enforce companies to carry out a number of hard works so that they can still exist. In this case, marketing strategies are needed in order to maximize profit. This study focuses on Mountea, a ready to drink tea product from PT Dharana Inti Boga, a subsidiary of Garudafood. The aims of this study are to know what the marketing strategies executed, how this company sustains its competitive advantage, and what impacts are coming out if Indonesians shift their preferences and trends in choosing beverages. This study uses descriptive method approach: interviewing the company and surveying people's preference and behavior toward ready to drink tea. The result shows that segmentation, targeting, positioning, and marketing mix are the marketing strategies exercised in order to reach the goal. The survey also shows that Indonesians like to drink tea now and in the future.

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Availability

B00238

(wh)

Available

Detail Information

Series Title

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Call Number

238

Publisher

: Swiss German University., 2007

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

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Media Type

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Edition

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Subject(s)

IBA

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