BAHASA INGGRIS BISNIS 2
SOFTSKILL
Agustinus Tri Hartono 10212411
Dwi Lillah Dhamayanti 12212290
Eggy Febrian 12212382
Rachmat Sunarya 15212835
Siti Hindun 17212056
Sandy Dwi Putra 1A213715
Haris Andrianto 13212320
Bambang Sudoro 11212363
Andry Sugianto 10212854
Universitas Gunadarma
Fakultas Ekonomi
Jurusan S1 Manajemen
PART I
PRELIMINARY
1.1 Background
Industrial development in producing slippers sandals and slippers
imitation leather at the present time is quite fast, because people in
the world need slippers. Be it to protect themselves from dust, dirt as
well as personal prestige. This will lead to competition among companies
sandals. This is evidenced by the increasing number of departments
strore in Jakarta and other areas in Indonesia. And they both want to
give the best. And each has advantages in its products.
With the state of the market increasingly overrun by an assortment of
products, it can cause the effect to consumers, especially in carrying
out the purchase. That is their tendency to be more careful in choosing a
product. The foregoing will encourage employers to be able to further
improve the quality of its products.
In reality that is so, it can be said that the company can survive is
a company that managed to find a buyer. And to get the buyer, it is
necessary for the company in a very effective marketing strategy. So if
the marketing strategy can be implemented either by the company, the
addition will further accelerate the refund or the capital that has been
issued by the company, and the benefits to be obtained, will give great
hope also to hold the increase in efforts to promote the company, or at
least can cope with competition. So it is obvious that the
implementation of the marketing strategy is very important in a
company’s overall marketing.
On the basis of these reasons, the authors are interested in
performing scientific writing under the title “MARKETING STRATEGY PT.
ARIZONA IN BUSINESS SALES INCREASE SANDALS “.
1.2 Problem Formulation
In this paper, the authors wanted to give the subject matter to be
discussed is about how the implementation of marketing strategies used
by PT. Arizona in an effort to increase sales of products slippers.
1.3 Limitations
In this case, the author will give a boundary problem only on the
implementation of marketing strategies used by PT. Arizona in an effort
to increase sales of products slippers. There is no data presented that
data of turnover PT. Arizona in 1998 and 2002.
1.4 Purpose
The purpose of the writer take the title above is intended as follows:
- To know the implementation of marketing strategies used by PT. Arizona in an effort to increase sales of products slippers.
- To determine the level of sales achieved PT. Arizona during 1998 to 2002.
1.5 Methodology Writing
In order to formulate scientific writing, the data obtained by the authors need or methods as follows:
- Field Studies
- interview
Ie by holding a question and answer directly to some employees and managers that have to do with oyek scientific writing.
- Observation
Namely conducting research by direct observation of the activities of the company.
- Study Library
Namely the collection of theories from books as literature relevant to scientific writing.
1.6 Systematics Writing
To facilitate the understanding of this writing, the authors decompose into several sections, among others:
CHAPTER I INTRODUCTION
In this chapter briefly describes the background of the problem, the
problem formulation, problem definition, the purpose of writing, writing
methodology, and systematics writing.
CHAPTER II: THEORETICAL
Theoretical explanations on matters relating to the discussion that
contains the terms of marketing, understanding the marketing mix,
marketing strategy definition, implementation of marketing strategies
and understanding of SWOT analysis.
CHAPTER III: COMPANY OVERVIEW
In this chapter the author describes the general description of the
company which will include a brief history of the company, the company’s
organizational structure and description as well as the production
process and production.
CHAPTER IV: DISCUSSION
This chapter is a discussion section that contains the implementation
of marketing strategies, sales growth rate from 1998 to 2002 and a SWOT
analysis.
CHAPTER V: CONCLUSION
The author tries to draw conclusions briefly and try to give advice that is expected to provide benefits for PT. Arizona.
CHAPTER II
THEORETICAL BASIS
2.1 Definition of Marketing
In the modern world economy, particularly companies that produce
goods and services and trading company, the main problem frequently
encountered is the attempt to distribute or market their goods and
services traded or produced it to a third-party purchaser or consumer
need. To be successful distribution or marketing of goods and services
required a science or the best way and that’s what we call marketing or
marketing.
But the marketing term that comes from the market (market), not
simple understanding. Marketing not only covers the world market alone
but more than that. Marketing discuss any matter that lives within the
corporate community. For most marketing covering the market organization
in the broadest sense is not only about products goods but also
services regarding services products.
Here the author provides a definition put forward by marketing
experts, meaning that can be given a clear understanding of the meaning
of marketing it.
Drs. Private Basu D. H. MBA (1992: 72) simply provides the following
definition: “Marketing is an activity that drives the flow of goods and
services from the producer to the consumer or end-user.
“According to William J. Stanton (1994: 34),” Marketing is a whole
system of business activities aimed at planning, pricing, promoting and
distributing goods and services that satisfy the needs of both the
buyers existing and to potential buyers. ”
According to Philip Kotler (1996: 98), “Marketing is the analysis,
planning, implementation and monitoring of programs intended to hold
these exchanges with target markets with a view to achieve
organizational goals.”
From this definition it can be concluded that Marketing is the
attainment of organizational goals and objectives as well as activities
related to the process of delivering goods and services from production
to the end users (consumers).
Thus marketing activities it is produced goods or services that can
be distributed to the parties so that the buyer will not happen buildup
which means futility of these efforts.
The concept in the future, based on the philosophy as follows:
- Marketing must become a strategic business concept that can provide
continuing satisfaction not only on immediate gratification. For that
three parties are mutually interested in the company are customers,
employees and business owners.
- Marketing to be a “soul”, not just one member of the body of the company.
- There are three main values, namely:
– The most important brands of the products are brand because
essentially the buyers (consumers) to buy a brand is not a product.
– Owner of the company must be involved in the process of satisfying the customer.
– The relationship between the owner of the company, employees and
customers is a chain that can not be severed and there should be
reciprocal.
With keutungan enough, should the leadership of the company, at least
not give bonuses or incentives to employees to enforce it humanely.
2.2 Definition of Marketing Mix
Or Marketing Mix marketing mix variables are controlled can be used by companies to reach consumers who are the target market.
Drs. Private Basu D. H. MBA (1986: 17) in his book Modern Marketing
Management states that “The marketing mix is a combination of four
variables or activities that constitute the core of the company’s
marketing system, namely: product, price structure, promotional
activities and distribution systems.
Marketing mix is what is at the core of marketing strategy consists of four main components:
- Product (Product)
- Price (Price)
- Place Place)
- Promotion (Promotion)
Fourth aforementioned components can be combined in finding the best formulas to be applied in the company’s marketing strategy.
- Product (Product)
Product is everything that is offered to the market to get attention,
purchase or consumption are consumers, which includes physical objects,
services, places, people and organizations.
The most essential thing in marketing is how to meet the needs and
desires of consumers to the fullest, how companies can make products
with good quality, but with keeping down production costs as much as
possible.
Because of these product transformation processes of customer
satisfaction can always be in physical form but includes everything that
is able to rate the satisfaction of the consumers in the market. But
without ignoring the practical values that exist, a product called good
if it can satisfy the needs and desires to the fullest.
- Price (Price)
Drs. Private Basu D. H MBA (1986: 147) argues that “price is the
amount of money (plus a few items that may be) required to obtain a
number of combinations of items and their ministry.”
Interest pricing strategies are:
- Obtain maximum profit
The price is determined by the seller and the buyer. The greater the
purchasing power of consumers, the greater the possibility for the
seller to set a higher price level. Thus sellers have hope for maximum
benefit to existing conditions.
- To obtain a certain market share
Interest gain market share to achieve the increase in the rate of
profit in the future, and if the market will atercapai sensitive
(sensitive) to the prices, so lower prices may encourage the rapid
growth of the market. This is because the low price will attract buyers.
- Flushed Market (Market Skimming)
Mangambil companies benefit from the availability of buyers pay
higher prices from other buyers, because the price offered gives a
higher value for them.
- Place (Place)
The so-called distribution channels are institutions that have a
distributor or dealer activities of distributing goods or services from
producers to consumers. There are several factors to consider in the
choice of distribution channels, namely:
- The type and nature of the product
- The nature of potential consumers
- the nature of competition
- Channel itself
All these factors need to be considered in the success of marketing
activities, especially in the distribution of products from producers to
consumers hand effectively, timely and needed by consumers with good
quality. With such a strategy can be expected that the level of sales
will increase.
- Promotion (Promotion)
The core of the marketing mix is promotion, because with this
promotion will take place communication between producers and consumers
in making a purchase.
According to Philip Kotler (1991: 89), “Promotion is an activity
undertaken to provide and attract the attention of potential consumers
to the product produced by the company, giving rise to the interest to
buy. ‘
Promotion is one of the variables of the marketing mix is crucial
held companies in marketing their products. A product is very useful but
if not known by consumers that will not be known benefits and may be
purchased by consumers.
2.3 Definition of Marketing Strategy
Success or failure of a company is determined by a grand strategy or
core strategy. If this core strategy has been wrong or ineffective, then
the technical implementation of the most baikpun become useless, said
by Alex D. Tryana MBA (1986: 17).
Furthermore, it also said, basically a marketing strategy included
the strategy of product and market strategies, all of which is an
attempt by the company to familiarize themselves regularly and choose
what products and their markets will be marketed, based on the
consideration of the situation of the environment.
Then formulated also about marketing tactics in relation to the
marketing strategy in an attempt to market the product. Where mentioned
is a business marketing tactics that lead to action and decision-making
stages and secluded almost done every day in every part.
Drs. Private Basu DH. MBA (1986: 287) argues that the marketing
strategy is an important activity in marketing activities that include:
- Research and Market Analysis.
Namely activities to obtain information about the state of the
market, both the present situation and the possibilities that will
happen in time to come.
- Product Development
Namely activities to develop products to satisfy the customers as
well as the possibility of the company to use the capacity of the
product completely.
- Determination of Price
Namely the activities set product prices based on costs and market
factors such as distribution channels, given the price cuts, price level
requested by a competitor, the ability or willingness of customers to
pay and so on.
- Promotion
Namely activities to introduce the goods produced and efforts to influence consumers through promotional mix.
- Distribution in Distribution
Ie activities related to the business of delivering goods from
producers to consumers. The goal is to keep the goods always be easily
purchased by consumers who want to buy them wherever they are.
Thus it is clear that marketing is important for the company. For the
survival of the company depends on the marketing. However, any activity
in marketing can not simply be separated from other activities within
the company.
Regarding its own marketing strategy, Philip Kotler (1985: 301) says as follows:
“The marketing strategy is a basic approach that will be used by the
business unit in achieving the goals that have been set in advance, in
it contained basic decisions about the target market, product
positioning in the market, marketing mix and marketing costs required
level”.
In a market that has a level siatuasi keen competition, the
implementation of effective marketing strategy is needed. Because in
this situation, in fact only those companies that have a marketing
strategy that is more than any other company in exploiting market
opportunities, which will gain market share is greater than the existing
market.
2.4 Application of Marketing Strategy
Application of marketing strategy should be oriented on three main points, namely:
- Choose your target consumers.
- Identifying their wishes.
- Determine the marketing mix.
Implementation of this strategy is the company’s long-term plan that is used as a guide for marketing.
- Choose your target consumers.
The initial step of a company in running its marketing program is to
establish the target consumers. Companies should clearly define who the
consumers. Target consumers are individuals who must satisfy their
needs.
To set the target consumer will be able to use three different kinds of alternative strategies that can be the company are:
- Undifferentiated Marketing is a company attempting to review the
overall market, satisfying the similarities in consumer demand, which is
based on the strategy of austerity and appointment aimed at the largest
segment in the market.
- Differentiated Marketing is the company trying to identify groups of
certain buyers to divide the market into two or more groups, but the
shortcomings of this strategy is the costs include research and
development costs to modify the product consists of the production
costs, storage costs and promotion costs.
- Concentrated Marketing is the only company to focus its marketing efforts on one or a few groups only.
From the foregoing, it is generally the company would prefer to enter
some segments of the market to avoid the risks that they face.
- Identifying Consumer Interest
Activity identify consumer needs requires the right advice, convening
a market research. The activities of this market research to determine
consumer after dividing it in certain segments, it takes a special
knowledge of the cost is not small. So that later will know the tastes
of consumers in determining the type of products they need, shape, price
and others.
- Determine the Marketing Mix
Marketing mix or marketing mix is a combination of important elements
in marketing that can be used to develop a marketing strategy as
effectively as possible.
According to Drs. Private Basu marketing mix is a combination of four
variables or activities that constitute the core of the company’s
marketing system, namely product, price structure, promotional
activities and distribution systems.
- Product
Description of the product include physical forms of marketing,
product branding, packaging, warranty and servicing, as well as sales.
To be able to distinguish the sense of these items, it will be the
authors describe below.
Consumer goods were divided into three groups:
- Consumer goods are goods purchased for consumption with the purchase
based on consumer buying habits and the consumer is the final consumer.
- Confinience goods (goods that is easy to use, can be changed anywhere). Example: soap and others.
- Shopping goods (goods that must be sought first if you want to buy it). Example: textiles, furniture and others.
- Special items (items that have certain characteristics). Example; antiques, luxury vehicles.
- Industrial goods are goods purchased for reprocessing or in other words are used in industrial activity.
Industrial goods are divided into five categories:
- Raw materials (a staple to make other goods). Example: cotton, iron.
- Components of intermediate goods (the goods have entered the production process). Example: yarn to clothe.
- Item operation equipment (used to help smooth the process of production). Example: wrench tools to form a product.
- Agencies (main production tool to produce a production). Example: the weaving machine.
- extra equipment (equipment used to aid agencies). Example: tip goods.
- Price
After the determination of the type of product, the next step is
pricing. For more consumer goods demand-oriented, with the assumption
that if the price is raised, the demand will be reduced and if the price
is lowered, it will increase demand. However, challenges, situations
and conditions that affect consumers.
- promotion
Promotion is the flow of information or persuasion in one direction
in marketing activities aimed at implementing the consumer. In essence,
this activity is divided in the form or variables:
- Advertising; the form of percentages and non personal promotion of
ideas, goods and services are paid for by a particular sponsor.
- Personal selling; the percentage of the scope in the mail conversation with a prospective buyer who intended to create sales.
- Publicity; driving demand for non personal goals for a product or service or an idea by using a conventional news in mass media.
- Promotion of sales; marketing activities other than personal
selling, advertising and publicity-publicity drive purchases by
consumers and retailers effectiveness.
- Distribution
Distribution channel is something that is traversed by the flow of goods from manufacturer to middleman and finally to the user.
The use of this distribution channel can not be separated from
consideration of the type of transport that is effective, also
considering the need of insurance risks and the costs required.
2.5 Definition of a SWOT Analysis
Analysis of the situation is beginning the process of strategy
formulation. SWOT is a strengths, weaknesses, opportunities and threats
of the organization, all of which are strategic factors. So says J.
David Hunger and Thomas L. Wheelen (193: 1996).
So SWOT analysis should define the competence of the rare companies
that is a certain expertise and resources that are owned by a company
with a superior way they use. Competence rare sometimes considered a set
of core capabilities that strategically capacity to create a company to
be different.
CHAPTER III
A GENERAL DESCRIPTION OF THE COMPANY
- 1 A Brief History of the Company
- Arizona is a company engaged in the sandal industry, by producing
sandals kind of imitation leather sandals and slippers. The company is
up and running in 1972 and based in Jalan Muara Lebak No. 19-20, Pasar
Jaya, Bogor Barat.
For over 30 years, this company has experienced ups and downs in
their business development in line with the development of the business
world in Indonesia. In sales, the company made progress in the period of
1979-1987.
In 1991, the company had received orders coming from abroad, namely
Abudhabi. The slippers can be abroad for an Indonesian citizen wear at
once spread the news about the sandals that besides comfortable to wear,
sandals are also very simple. But sales to Abudhabi did not last long,
because the sandal company produced less favored by some local
residents.
For the period 1988-1996 the business is in a stable condition means
that profits are not too big nor too big. But in 1997 the company
suffered losses, due to the monetary crisis hit Indonesia.
At first PT. Arizona only produce local specialty course with the
marketing area only about the area of Bogor and Jakarta, Pasar Baru,
Bukit Duri, Klender and the City. But along with the times and the
number of consumer demand, then around 2000 PT. Arizona expanding its
market by accepting orders for Pasuruan, Semarang and Ternate. This
year, PT. Arizona also develops its products by producing leather
slippers, but in accordance with customer orders.
3.2 Organizational Structure
The organizational structure of the company carried out to determine
the duties and functions of each of the workers clearly. And aligned to
the business activities of making these slippers can run well and
smoothly.
In structural, organizational structure PT. Arizona is as follows:
- Director
The duties and authority of the Director are:
- Is solely responsible for all operational activities of the company.
- Provide duty and authority to all parts of the duties and responsibilities that must be executed.
- Parts Production
Duties and authority that must run production parts, namely:
- Fully responsible for the production activities in order to avoid discontinue production.
- Giving duties and obligations on production employees on activities to be carried out.
- Report all activities of production processes that run to the Director.
- Section Marketing
Things that the duty and authority by marketing departments include:
- Fully responsible for the marketing activities.
- Provides reports on marketing activities that run to the Director.
- Financial Section
This section has a duty and a responsibility that should be run, such as:
- Fully responsible for all activities related to finance and administration.
- Reports on the financial and administrative employee to Director.
- Employees
Employees have a duty and responsibility as follows:
- Duties and authority defined by the management company
Figure 3.1
Organizational structure of the company
- Arizona
Source: PT. Arizona
3.3 Production Process and Production
Production Process slippers PT. Arizona consists of several stages:
- Section Marketing
This section is in charge of receiving orders orders. After oeder order to obtain, directly submitted to the Design and Cutting.
- Section Design and Cutting
This section is in charge of drafting (pattern) sandals in accordance
with the existing pattern or in accordance with the order and the time
required. Then the material is cut according to the pattern for the next
submitted to the Sol Making Up.
- Making the Sol Top
With materials that have been cut, this section makes slippers are
sol sol top and sandals found on the surface, to be completed parts
Manufacture Sol Down.
- Making the Sol Down
This section tasked with completing sandal paste on the bottom slippers insoles and soles at the top of the sandal.
- Section Packing
This section is in charge of preparing the goods or completed orders produced in places that have been provided.
While products produced by PT. Arizona namely sandals and slippers imitation leather with Arizona brand, described as follows:
- Imitation Sandal
This sandal is a type of sandal that was first produced by PT.
Arizona for the women. But for men, the slippers can be obtained by
ordering. For reservations, slippers sizes can be ordered with one of
size or glow with different prices. Model and color can be ordered
according to the wishes of consumers.
- Leather Sandal
This sandal type is a new sandal company produced in 2000. These
sandals are manufactured for men and women, but these slippers only in
accordance with the order. For the size, model, and color of slippers as
well as sandals imitation
CHAPTER 4
DISCUSSION
4.1. Application of Marketing Strategy
- Arizona is a company producing slippers, especially sandals and
slippers imitation leather. To be able to run the implementation of
marketing strategies, planning is necessary to be done by the company
prior to market products slippers, which must first be carried out
surveys or market research by the company. Surveys or market research
conducted by PT. Arizona is intended to determine how much interest
consumers against product imitation slippers and sandals, especially
leather sandals that will be marketed by the company. In addition to
knowing the interest of consumers to the product to be marketed, market
surveys or market research also serves to determine how much force the
competitors to be faced by the company.
After conducting market surveys or market research to conduct
marketing activities, further PT. Arizona implement these plans by using
the following marketing strategies:
- Product strategy
The state of competition between companies with each other forcing
every entrepreneur to establish a better product strategy, it means
producing goods that truly meet consumer tastes good quantity, quality
and price in the market for PT. Arizona.
In producing the goods, PT. Arizona always pay attention to the
tastes of consumers because consumer tastes in the purchase will affect
the company. Before producing company PT. Arizona has always conducted
research, was addressed to it – as follows:
– The amount of material produced
– Quality of materials
– Model slippers
– Introducing the purchasing power and consumer tastes
In producing sandals and slippers imitation leather PT. Arizona
always makes planning with the intention that the goods produced sold.
Requests to determine the quantity of goods produced by PT. Arizona has
always pay attention to the circumstances:
– The development of models available in the market
– The condition of the economy, in general, including the purchasing power of consumers
– Channels of distribution, how to distribute the goods on time
– Hold a meeting with associates
So the resulting product is determined by the tastes of the market or
a market mechanism, which is more emphasis on market orientation so
that the goods are produced in accordance with the will of consumers.
- Pricing Strategy
In the implementation of marketing, every company implementing
marketing strategies appropriate selling prices, intended to benefit the
most good for the company.
Success or failure of business activities is highly dependent on the
appropriateness of setting the selling price. Setting the selling price
by PT. Arizona that takes into account factors – factors of production
costs, which the company if you want to sell production must calculate
how much it cost incurred by the company.
Having regard to the cost – the cost of production then in this case
the company PT. Arizona uses cost plus pricing method (Cost Plus Pricing
Method), where the selling price is determined by the number of
production costs incurred by the company plus the income earned from the
company
Selling price determination requires PT. Arizona not to raise prices,
with the aim to dominate the market in a rival. Therefore, PT. Arizona
make savings on production costs incurred and do efficiency in the
company in order to be competitive prices so by the pricing policy is
expected the company will be able to increase sales volume from year to
year.
Thus the PT. Arizona will be able to calculate how much profit the
company achieved a cost incurred by the company is not too big, so that
consumers can buy relatively cheap.
In addition to setting the selling price using the cost plus pricing method, PT. Arizona also perform pricing such as:
– Rebates or discounts, namely the policy of price cuts made by PT.
Arizona to provide discounts to employees by 25%, and regular customers
up to 30%, while the new subscriptions only given the 20% discount for
large purchases.
- Distribution channel
As a company engaged in the sandal industry that is growing, PT.
Arizona aware of the position of marketing is very important to improve
the quality of service to consumers by providing services and good
quality guaranteed.
Distribution system of goods made by PT. Arizona is conducting the
direct distribution of goods to the buyer, which is illustrated in the
chart below:
Figure 4.1
Direct Distribution Channels
In this direct distribution, consumers can directly buy into PT.
Arizona, usually buy direct are wholesalers, which purchase directly
goods or products in large quantities. In addition, consumers or
customers can also order directly to the manufacturer via fax, mail or
telephone long distance, as is usually the buyer who first contacted PT.
Arizona.
But PT. Arizona also apply to the distribution channel through an intermediary, illustrated by the scheme below:
Figure 4.2
Indirect Distribution Channel
To deliver the goods from the factory to the consumer through the
agency distributors, namely retailers, the company has set procedures
for the sale of goods is through the dealer, where the dealer must make
arrangements in sale and purchase transactions to the producers, in
addition, if the goods are unsold goods can be returned to the
manufacturer with a note that they are not damaged.
While the delivery of goods made by PT. Arizona to areas outside of
Java such as Pasuruan, Semarang and Ternate is by transporting land
transport and sea transport. In addition to the transport outside the
island of Java, the delivery of goods within the city transportation
company uses its own by using the truck for delivery of goods in the
city, but for the shipment of goods outside the island more use courier
or cargo.
- Promotion strategies
Promotion is an activity that is run producers in order to introduce
products and increase the volume of sales, in addition to facing
competition.
To create an increase in sales volume, the promotional activities
carried out by PT. Arizona is the sales promotion of them by holding a
discount or special discounts for employees of PT. Arizona as well as
consumers or customers remained PT. Arizona and customers or new
customers when melakukakan purchase products in bulk.
4.2 Trend of Sales of the Year 1998-2002
In increasing sales, PT. Arizona implement a marketing strategy,
which the marketing strategy used is the product strategy, pricing
strategy, distribution channels, and promotional strategies. In
implementing the marketing strategy, PT. Arizona market production of
goods is always a plan, so that goods produced sold.
The data of the sales achieved by PT. Arizona over the past five years between the period of 1998 to 2002 period are as follows:
table 4.1
Trend of Sales PT. Arizona
1998 – Year 2002
| Years |
Sales
(in millions) |
Increase / decrease % |
1998
1999
2000
2001
2002 |
2.957,73
3.076,04
3.414,40
4.063,14
5.200,82 |
4%
11%
19%
28% |
Source : PT. Arizona
From Table 4.1 shows that the level of sales in 1998 of slippers
products PT. Arizona reached Rp. 2.95773 billion. While in 1999 the
number of the sales of these products increased, reaching sales revenue
of 3.07604 billion, more tingggi Rp. 118 310 000 or 4%. This is because
in 1998 there has been a prolonged economic crisis in Indonesia and it
is very influential on the level of product sales slippers PT. Arizona.
The company tried to re-apply the right marketing strategy and
continue to conduct business relationships with regular customers and
for own nascent self-confidence of consumers and customers to keep using
the product sandals PT. Arizona, the company can survive in the midst
of economic crisis that is happening in Indonesia at that time.
In 2000 PT. Arizona implement marketing strategies more aggressively
again. The company expand its market by opening its market network in
marketing their products kesejumlah areas such as Pasuruan, Semarang and
Ternate. This makes the results of the company’s sales increased by Rp.
338 360 000 or 11% of the sales of Rp. 3.4144 billion.
In 2001 PT. Arizona continue to reform and efficiency of the
company’s performance in all areas, the sales of the company also
continues to increase is the result of sales of Rp. 4.06314 billion, up
19%, an increase of Rp. 648 740 000.
And until in 2002, PT. Arizona continued to gain increased sales
revenue of 28% or higher by Rp. 1.13768 billion with sales revenue of
Rp. 5.20082 billion.
The increase in sales from 1999 to 2002 partly due to the
implementation of proper marketing strategy by PT. Arizona. Besides, the
company expanded its market by opening its market network to various
regions namely Pasuruan, Semarang and Ternate.
4.2 SWOT Analysis
SWOT Analysis is an analysis that is used by companies to find
alternatives and strategies that will be used by the company in
achieving its goals. The factors SWOT analysis of PT. Arizona namely:
- Strengths (Strength)
Factors internal power PT. Arizona is:
– Products that changing times and in accordance with consumer tastes.
– Product price is slightly cheaper than competitors
– Products can be purchased easily by consumers
– Management of a company that is well organized
- Weaknesses (Weakness)
Factors of weakness PT. Arizona, among others:
– Less vigorous campaign carried out in order to influence consumer purchase of the product sandals
– At least invertor which invest in companies
– Some workers are less skilled in designing products
- Opportunities (Opportunity)
Which belong to the external opportunities owned by PT. Arizona in marketing products slippers include:
– Products manufactured have a good quality at an affordable price
– Location of the strategic location of the company
– Start Events improving economy in Indonesia lately
– Companies can create jobs
- Treaths (Threats)
Things that belong to the threats that will be experienced PT. Arizona namely:
– More and more are induustri-sandal industry in Indonesia
– The unstable political situation in Indonesia today
– The market situation is still sluggish and the exchange rate is not stable
– The incessant promotion by competitors
Based on the factors mentioned above, it can be the analysis that in
implementing its marketing strategy, PT. Arizona wearing powers held by
the company and try to develop the opportunities he had. Meanwhile, in
anticipation of the munngkin failure experienced by the company, the
company tried to improve the weaknesses that are owned by the company
and anticipate the threats it will face.
From the SWOT factors in PT. Arizona above, it can be made a SWOT matrix PT. Arizona, which is illustrated by the table below:
Table 4.3.1
SWOT matrix PT. Arizona
| Key Factor |
Strong (S)
· Production according to consumer tastes
• The price of the product a little cheaper
• Products can be purchased with ease
• Management
well-organized |
Weakness
• Less vigorous promotion
• At least investors who invest
• Some workers are less skilled designing products |
Oppurtunity (O)
· Products of good quality and reasonably priced
• The layout of strategic locations
• Economic conditions improved in Inodonesia
• Can create jobs
|
SO strategy
• Maintaining product quality
• Maintain product prices remain cheaper
• Opening a branch in a strategic location |
WO strategy
• Promoting a more vigorous
• Increase knowledge or training less skilled workers
|
Threats (T)
• Industry-similar industries more
• The political situation in Indonesia is not yet stable
• The rupiah exchange rate is not stable
• Promotion of competitors intensified |
ST strategy
• Improving the quality of products according to consumer tastes
• Maintain product prices remain cheaper
· • Increase the promotion of better quality |
WT strategy
• Optimize the performance of employees
• Determine the target consumers for the lower middle class
|
CHAPTER V
CONCLUSION
5.1 Conclusion
Based on the description that has the writer explained in advance, the authors try to draw the following conclusion:
- PT. Arizona implementing several marketing strategies namely product
strategy, pricing strategy, distribution channel strategy, and
promotional strategies. The marketing strategies used it is quite
appropriate, because it can be seen that the sales of products slippers
PT. Arizona increased from 1999 to 2002.
- In mid-1999 to 2002 the level of product sales slippers PT. Arizona
has increased. This happens because the company implemented a marketing
strategy that is quite right. The company also opened its market
opportunities by marketing products slippers to Pasuruan, Semarang and
Ternate.
- In implementing its marketing strategy, PT. Arizona wearing
strengths of the company and try to develop the opportunities he had.
Meanwhile, in anticipation of a possible failure experienced by the
company, the company tried to improve the weaknesses that are owned and
anticipate threats to be faced.
5.2 Suggestions
At the end of this scientific writing, the writer wanted to try to
convey some suggestions that might be useful for PT. Arizona, among
others:
- In the face of competition, the company should have to put more
emphasis on the implementation of marketing strategies used to further
increase sales of its products. This can be done by promoting the
advantages of the new products that will be marketed by using
promotional tools to more.
- For the foreseeable future, PT. Arizona is expected to maintain a
good image, and always strive to produce new products in accordance with
the changing times or according to prevailing fashion trends.
- In terms of the distribution, the company should be able to do it
better, so that customers can purchase products slippers PT. Arizona
easily. So in addition to the distribution went smoothly also support
the company’s goals in an effort to increase sales.
- Should PT. Arizona still create positive image of the product sandal
by increasing the quality and set a lower price than competitors. So
that customers or consumers remain loyal to the company.
