Evaluating Internal and External Environment of Joy Tea Green Tea

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Bramantio, Sandika Panji (2015) Evaluating Internal and External Environment of Joy Tea Green Tea. Undergraduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

SOSRO is the pioneer of packaged ready-to-drink tea in Indonesia. The name SOSRO is taken from the name of the founding family, namely SOSRODJOJO. Having been, in the tea business since 1940s in the small town of SLAWI in Central Java, Indonesia, the SOSRODJOJO family decided to enter the nation's capital, Jakarta in 1960s. Currently, PT. Sinar Sosro has 11 factories, more than 160 sales offices and warehouses and about 8,000 employees throughout Indonesia. Each product has been exported to countries such as Brunei, U.S.A., Australia, Saudi Arabia, Malaysia, Netherlands, Mongolia, Hongkong, South Korea, Singapore and Papua New Guinea. PT. Sinar Sosro has hard time in developing Joy Green Tea as mainstay product of Sosro is not green tea based. NU Green Tea is one of several green tea products that become major competitor beverage industry, because besides NU Green Tea is one of the pioneers of green tea product as ‘ready to drink’, NU Green Tea also doing promotion more often than Joytea. So NU Green tea’s market share must be higher than Joytea. The goals of this project are to analyze internal and external environment and give recommendation for Joy Tea Green Tea product in order to increase the market share. To analyze this project, the writer uses several tools to get maximum result. The tools are: 1. PEST Analysis 2. Porter’s Five Forces 3. Internal Environment Analysis 4. SWOT Analysis 5. STP (Segmentation, Targeting, Positioning) 6. Marketing Mix 7. Marketing Communication Mix / Promotional Mix 8. Consumer Behavior. The result is PT. Sinar Sosro should provide more funds to Joy tea in order to maximize the promotional mix and need several changes. So ultimately Joy tea could outperform Nu Green Tea in Market-Share as well as in Distribution-Share.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Gandes Mranani
Date Deposited: 22 Jan 2020 03:46
Last Modified: 22 Nov 2021 04:08
URI: http://repository.ipmi.ac.id/id/eprint/128

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