Marketing strategy to increase sales of PT. X
This thesis focuses on the interest about the industrial marketing practices specialized in the services area. This study takes PT. X as the sample study to help understand the practical business operation of laser welding in Indonesia. This thesis is organized to analyze the promotion or communication methods implemented by this company, asses the effectiveness of recently used promotion tools, evaluate the performance and analyze the variables that influence sales. Through the market analysis, fundamental knowledge about the industry, consumer and competitor will be collected. That knowledge will be used in answering the research questions. Furthermore, it will be helpful to facilitate the hypothesis proving process. rnrnThis thesis consists of five chapters. It begins with the introduction which gives a brief statement and background of the work of this research study. It outlines the scope of this study. The problem to be researched, the purpose and significance of the study can be found in the first chapter. It also provides a theoretical thinking, besides research questions and hypotheses, as a foundation on how the research is conductedrnrnThe second chapter provides a theoretical backdrop from which the research is made. It gives a deep knowledge of the literature related to the research problem. The third chapter of this thesis states explicit directions on the type of the study conducted, the data gathering methods and also how the data will be analyzed. The research limitation can found in this chapter. rnrnThe fourth chapter discusses about the result of the research found from the data gathering. It outlines the consequences of the market analysis which consist of the industry overview, consumer analysis, competitors and company analysis. Those analyses done as a way in gaining better understanding about the fundamental information that must be known before moving to the next steps. Thus, appropriate marketing strategies especially the promotion strategy can be analyzed. Advance, the effectiveness of the recently used marketing communication strategies which are personal selling and exhibition are tested toward sales and service order. Factors that are predicted to give influence on industrial buying decision; price, quality, delivery time, location and service are tested for its level of importance. The performance of PT. X on those factors will be assessed. The variables that affect the sales, which are customer location and type of business, will be analyzed. The last chapter of this thesis concludes the research findings on the previous chapter and recommends suggestions for any improvements.
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