The marketing strategy for consumer goods sari roti" as it falls into the mature product group category"
A product which is in the mature product category has its own challenge to grow. As an industry matures and enters its declining phase, it is a tough challenge for the company to make profit, to keep growing, or even to survive! Sari Roti is one of the success stories. In a mature industry which tends to declining, Sari Roti kept growing!rnrnThe purpose of this research is to study whether the current marketing strategy implemented by PT. Nippon Indosari Corpindo for Sari Roti is optimal or not in term of sales. Through this discussion we may learn the key success of Sari Roti, which may benefit us when we face any other similar situation.rnrnA descriptive study is taken under this thesis. The study is taken from two perspectives, customers as well as the company. It involves both qualitative and quantitative research. The data gathered is from industry, interviews with PT. Nippon Indosari Corpindo, company archives and the consumer survey. Data analyses are run on SPSS and PHStat software. Statistical techniques and model are employed to turn the data generated into meaningful information which are then used to answer the research question.rnrnPT. Nippon Indosari Corpindo implements a good mixture of each marketing strategy elements for Sari Roti. That is the reason that brings Sari Roti to its current position now. However, some recommendation might result in boosting sales
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