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ANALYSIS OF MARKETING STRATEGY AND TACTICS TO ..., Exams of Marketing

University of SunderlandMarketing

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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ANALYSIS OF MARKETING STRATEGY AND TACTICS TO CREATE VALUE
FOR CUSTOMER IN PT. TAHARICA
Arranged By
Name
Adhitya Ferdian Adha
Student Number
16522253
INTERNATIONAL PROGRAM
DEPARTMENT OF INDUSTRIAL ENGINEERING
UNIVERSITAS ISLAM INDONESIA
YOGYAKARTA
2020
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ANALYSIS OF MARKETING STRATEGY AND TACTICS TO CREATE VALUE

FOR CUSTOMER IN PT. TAHARICA

Arranged By

Name Adhitya Ferdian Adha

Student Number 16522253

INTERNATIONAL PROGRAM

DEPARTMENT OF INDUSTRIAL ENGINEERING

UNIVERSITAS ISLAM INDONESIA

YOGYAKARTA

2020

i

AUTHENTICITY STATEMENT

iii

THESIS APPROVAL OF EXAMINATION COMMITTEE

iv

DEDICATION PAGE

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.

vi

PREFACE

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

STRATEGY AND TACTICS TO CREATE VALUE FOR CUSTOMER IN PT.

TAHARICA. Also, support and motivation have a role in finishing my thesis. This support

and motivation from:

  1. Prof. Dr. Ir. Hari Purnomo, M.T. as Dean of Industrial Technology Faculty, UII
  2. M. Ridwan Andi Purnomo, S.T., M.Sc., Ph.D as Head of Department of Industrial

Engineering, Faculty of Industrial Technology UII

  1. Dr. Taufiq Immawan, S.T., M.M., as Head of Undergraduate Program Department of

Industrial Engineering, Faculty of Industrial Technology UII.

  1. Ira Promasanti, Head of Industrial Engineering International Program
  2. Author’s supervisor, Dr. Taufiq Immawan, S.T., M.M., which always give advice,

support, guide author on this thesis making

  1. Mrs. Diana and Mrs. Devy with their assistance in Industrial Engineering

International Program students.

  1. My family who give trust to me for realizing their expectation on the author.
  2. All of author’s Industrial Engineering International Program batch 2016 (Agung,

Dean, Dina, Tika, Ayanti, Rahma, Adam, Andi, Apip, Ayub, Brilian, Cavin, Farhan,

vii

Uncu, Putra, Mahfudz, Yudi, Othman, Pandu, Yuri, Rayhan, Thoriq, Tsani, Umar,

and Dani). Thank you for the good times.

  1. All CIS (Community International Students) from 2016 – 2018 committee who

develop me how to be part of the organization

  1. All of study participants who spent their time to assist this thesis completed.
  2. All parties, which cannot be mentioned one by one, who support the author to

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

ix

TABLES OF CONTENTS

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

CHAPTER I ............................................................................................................................ 1

INTRODUCTION .................................................................................................................. 1

1.1. Background .............................................................................................................. 1

1.2. Problem Formulation ............................................................................................... 3

1.3. Research Objectives ................................................................................................. 3

1.4. Limitation ................................................................................................................. 3

1.5. Benefit ...................................................................................................................... 4

CHAPTER II........................................................................................................................... 5

LITERATURE REVIEW ....................................................................................................... 5

2.1. Deductive Review .................................................................................................... 5

x

xii

LIST OF TABLES

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

xiii

 - 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
  • 2.2. Inductive Study
  • CHAPTER III
  • RESEARCH METHODOLOGY
    • 3.1 Research Subject
    • 3.2 Research Object
    • 3.3 Types of Data
    • 3.4 Data Collection Method
    • 3.5 Data Processing
    • 3.6 Conclusion and Recommendation..........................................................................
    • 3.7 Research Framework
    • 3.8 Research Flow Chart
  • CHAPTER IV
  • DATA COLLECTION AND PROCESSING
      1. 1 Customer Review
      • A. Google Review
      • B. Testimonial
    • 4.2 Segmenting, Targeting, and Positioning of PT. Taharica.
      • A. Segmentation
      • B. Targeting xi
      • C. Positioning..............................................................................................................
    • 4.3 Marketing Tactics...................................................................................................
      • A. Differentiation
      • B. Marketing Mix 7P PT. Taharica.............................................................................
      • C. Selling
  • CHAPTER V
  • DISCUSSION
    • 5.1. Analysis of Segmenting, Targeting, and Positioning of PT. Taharica.
    • 5.2. Analysis of Marketing Tactics at PT. Taharica.
      • 5.2.1 Analysis of Differentiation at PT. Taharica.
      • 5.2.2 Analysis of Marketing Mix (7P) at PT. Taharica.
      • 5.2.3 SCOR Metric
      • 5.2.4 Analysis of Selling at PT. Taharica.
    • 5.3. Analysis of Marketing Value at PT. Taharica.
  • CHAPTER VI
  • CONCLUSION AND RECOMMENDATION....................................................................
    • 6.1 Conclusion..............................................................................................................
      • 6.1.1 Determination of Segmentation, Targeting, and Positioning.
      • 6.1.2 Determination of Marketing Tactics.
      • 6.1.3 Determination of Marketing Values
    • 6.2 Recommendation....................................................................................................
  • REFERENCES
  • Figure 1.1. Purchase Order of HOBO PT. Taharica 2017-2019. LIST OF FIGURES
  • Figure 2. 1. Level of Business Strategy
  • Figure 2. 2. Marketing Mix 7P
  • Figure 3. 1 Research Framework
  • Figure 3. 2 Research Flow Chart
  • Figure 4. 1 Pie Chart of PT. Taharica’s Google Review
  • Figure 4. 2 Pie Chart of PT. Kawan Lama’s Google Review
  • Figure 4. 3 Testimony from Departemen Pekerjaan Umum
  • Figure 4. 4 Testimony from Chevron
  • Figure 4. 5 Testimony from BPPT........................................................................................
  • Figure 5. 1 Process Order Flow at PT. Taharica

2

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

3

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:

  1. Determine segmenting, targeting, and positioning at PT. Taharica.
  2. Determine marketing tactics consisting of differentiation, marketing mix, and selling.
  3. Determine marketing values consisting of brand values, service values, and process

values.

1.4. Limitation

The following are the limitations of the problem in this study:

  1. This research only focuses on PT. Taharica.
  2. This research is qualitative.
  3. This research does not calculate the cost and benefit.

5

CHAPTER II

LITERATURE REVIEW

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.

6

Figure 2. 1. Level of Business Strategy

  1. Corporate Level 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.

  1. Business-Level Strategy

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.