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Marketing value can be used to increase customer satisfaction. This study aims to determine the appropriate value for PT. Taharica through value marketing. A ...
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Arranged By
Name Adhitya Ferdian Adha
Student Number 16522253
INTERNATIONAL PROGRAM
DEPARTMENT OF INDUSTRIAL ENGINEERING
UNIVERSITAS ISLAM INDONESIA
YOGYAKARTA
2020
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This undergraduate thesis which spent my lot of effort is dedicated to my Family. Without
my family, I am nothing. All my friends in International Program Industrial Engineering
2016, who accompany me since I didn’t have any idea in university life.
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Assalamu’alaikum Warrahmatullahi Wabarakatuh,
Alhamdu lillahi rabbil ‘alamin, all praise to Allah SWT. Because without His
blessing, I cannot finish my undergraduate thesis with title ANALYSIS OF MARKETING
TAHARICA. Also, support and motivation have a role in finishing my thesis. This support
and motivation from:
Engineering, Faculty of Industrial Technology UII
Industrial Engineering, Faculty of Industrial Technology UII.
support, guide author on this thesis making
International Program students.
Dean, Dina, Tika, Ayanti, Rahma, Adam, Andi, Apip, Ayub, Brilian, Cavin, Farhan,
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Uncu, Putra, Mahfudz, Yudi, Othman, Pandu, Yuri, Rayhan, Thoriq, Tsani, Umar,
and Dani). Thank you for the good times.
develop me how to be part of the organization
complete this undergraduate thesis.
Author realizes this undergraduate thesis far from the word of ‘perfect’, so the author really
appreciates if the reader gives critics and recommendation. Author hopes that this report can
give many benefits for all parties.
Yogyakarta, September 2020
Adhitya Ferdian Adha
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AUTHENTICITY STATEMENT ...........................................................................................i
THESIS APPROVAL OF SUPERVISOR .............................................................................ii
THESIS APPROVAL OF EXAMINATION COMMITTEE .............................................. iii
DEDICATION PAGE .......................................................................................................... iii
MOTTO .................................................................................................................................. v
PREFACE ..............................................................................................................................vi
ABSTRACT........................................................................................................................ viii
TABLES OF CONTENTS ....................................................................................................ix
LIST OF TABLES ................................................................................................................xii
LIST OF FIGURES ............................................................................................................ xiii
1.1. Background .............................................................................................................. 1
1.2. Problem Formulation ............................................................................................... 3
1.3. Research Objectives ................................................................................................. 3
1.4. Limitation ................................................................................................................. 3
1.5. Benefit ...................................................................................................................... 4
2.1. Deductive Review .................................................................................................... 5
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Table 4. 1 Standard Segmentation Scheme .......................................................................... 46
Table 5. 1 Marketing Mix Current and Propose PT. Taharica ............................................. 68
Table 5. 2 Expected Time ..................................................................................................... 81
Table 5. 3 Marketing Components Current and Propose of PT. Taharica .......................... 93
- 2.1.1. Business Strategy - 2.1.2. Marketing - 2.1.3. Marketing Strategy - 2.1.4. Marketing Tactic - 2.1.5. Supply Chain Operation Reference (SCOR) - 2.1.6. PERT (Program Evaluation and Review Technique) - 2.1.7. Marketing Values
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Figure 1 .1. Purchase Order of HOBO PT. Taharica 2017 - 2019.
It can be seen in the picture above that in 2017-2018 there was an increase in sales of
385 million rupiah, but in 2018 - 2019 there was a decrease in sales figures of 324 million
rupiah. PT. Taharica certainly wants an increase in sales every year, but in fact sales have
increased only in 2018 and decreased again in 2019. According to Hermina and Pauzi (2017)
the higher the satisfaction of a product, the higher the product is sold. Therefore, customer
satisfaction is one of the factors that can affect sales figures. By increasing customer
satisfaction. Taharica can increase sales. According to Kartajaya (2001), to improve customer
satisfaction, a company needs a set of values through brands, services, and processes or what
is often called marketing value. Therefore, PT. Taharica needs marketing value to increase
customer satisfaction in the hope of increasing sales. Therefore, the researcher will propose
the marketing value that will be implemented by PT. Taharica. Researchers also involve a
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marketing strategy in the form of segmenting, targeting, and positioning and marketing
tactics that are needed in setting marketing values.
1.2. Problem Formulation
Based on this background, a problem is formulated, what is the most appropriate marketing
value for PT. Taharica based on STP on the company.
1.3. Research Objectives
The following are the objectives of the research based on the formulation of the problems
that have been obtained:
values.
1.4. Limitation
The following are the limitations of the problem in this study:
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This chapter will explained about literature review of this study. The literature study consists
of primary research theory, as well as previous related research from journals, academic
reports and seminars.
2.1. Deductive Review
2.1.1. Business Strategy
Some textbooks define business strategies such as high-level company plans to achieve
specific business objectives. The strategy can be said to be successful when the strategy can
bring the business to grow, have a string of financial performance, and strengthen its
competitiveness. But if the strategy fails, the company must change its approach or prepare
to go out of business. According to business-case-analysis.com business strategy is the
business plan for the company to achieve its vision, prioritize targets, compete successfully
and optimize financial performance with its business model.
This business strategy is carried out by the top management with an integrated
framework, to find, analyze and take advantage of profitable opportunities, to find out the
business risks that will occur, this strategy can also be used to maximize the use of existing
resources to counter the weaknesses owned by the company itself.
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Figure 2. 1. Level of Business Strategy
The corporate-level strategy is a long-term, action-oriented plan that is formulated directly
by top management in an integrated process. This is used to ensure business growth and
development, integration, acquisition, mergers, investment in new areas and others. In line
with the company’s vision, the corporate level strategy will outline whether the organization
should compete in or withdraw from each of these business lines, and in which business unit,
investments should be increased.
The business-level strategy is a strategy related to a particular business. Strategies at the
business level are built for particular strategic business units and apply to a distinct product-
market field. This includes the concept of a strategic business unit's competitive position.
This strategy is usually developed by general managers, who change the vision and mission
into a concrete strategy.