Marketing analysis in B2B market: a case study in PT. Intracawood Manufacturing
This thesis will analyze the marketing mix strategies as well as gain a better understanding on the effects of discount towards sales. The research process starts with observation and preliminary data gathering on a broader range of the research. Research methods applied in this study are qualitative and quantitative analysis. On the later phase, analysis on the company?s marketing mix is conducted. This data is obtained through interview and literature research. The analysis covered PT. Intracawood Manufacturing?s products, price, place, and promotion. To take a look further into the promotion strategies, the researcher also conducts several analysis andrncalculation using regression analysis. The first analysis is comparing between capacity plan and production capacity within five years. Furthermore, the researcher analyzes the effects on discounts given towards customer?s purchase order. It is proven that discounts are not affecting customer purchase orders significantly.
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