Holcim value chain (HVC): a marketing tool to identify and capture value-adding opportunities from productoffering to the end-user level (a case study)
The primary purpose of this research paper was to study and provide an opinion of the effectiveness and advantages / disadvantages (if any) in implementing HVC. A secondary purpose is to assess the impact of marketing mix towards customers' decision in purchasing Holcim product.nThis study used pluralistic research, it began with exploratory qualitative technique by conducting unstructured interview to Holcim Indonesia Management, collecting, analyzing and interpreting data provided by the management. The qualitative phase serves as a foundation for the quantitative phase of the research.nThe next stage was conducting self-administered questionnaires in three (3) sales regions in Java with targeted respondents are the end-user of Holcim Indonesia product i.e. home owners, masons and small contractors. Sales Region 1 covers Banten, Jabodetabek and West Java, while Sales Region 2 covers Central Java, Jogjakarta and Solo and Sales Region 3 covers East Java. nFinding of this study indicates HVC helps management Holcim Indonesia in developing Holcim Indonesia marketing strategy. HVC also helps HIL management to asses market segmentation, identify the trends and develop products or services or channel management to serve customer needs.nThe overall findings of this study are there is influence to each element of the marketing mix to the customer's buying decision and two dominants marketing mix element that influence customer decision are the price and product element.
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