Marketing Strategy for Foodservice Distributor

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Bramasto, Muhammad Kholid (2016) Marketing Strategy for Foodservice Distributor. Undergraduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

Implementing an effective and efficient marketing strategy is essential for company in the world in order to generate more profit by securing more and more customers. Highly competitive industries requires strategies that correspond to the internal state of the company. This is what Company X should do in order to compete in the industry. Company X current situation indicate that they’re a new comers and less experience in market, to overcome the problem company felt that need to design strategy such marketing strategy. In order to deliver a value of company, they need to explore customer buying experience to get knowledge regarding what customer need and want from their supplier. Company X works along foodservice distribution, giving solution to foodservice regarding supplies a high quality food ingredient product. Company X business objective is also based on customer relationship through trustworthy and partnership by offering good quality product with a legal certification and service, they are looking forward to be a part of their customer success. This study using qualitative research as descriptive analysis to help Company X to get knowledge about customer buying experience with their current supplier. Tools used in this study are tools that commonly use to analyze a current market situation and marketing strategy of company such as Buyer Experience Cycle, PEST analysis, 5 Porter forces, SWOT, STP analysis, Marketing Mix and Promotional Mix. The analysis and discussion in this study conclude. Writer found there are 2 result from finding and analysis buyer experience cycle which are, current buying situation and customer perspective about what kind of product and service that customer want. Furthermore, there are several sector in Promotional Mix that Company X should improve and maximize. Personal Selling, Internet Marketing and Direct Marketing become main area of focus that Company X need to improve and maximize. For instance, suggesting Company X should maximize several sector in promotional strategy and create an activity process that supporting a consumer experience of partnering with company.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Gandes Mranani
Date Deposited: 22 Jan 2020 04:15
Last Modified: 22 Jan 2020 04:15
URI: http://repository.ipmi.ac.id/id/eprint/158

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