Maximizing the Use of Promotional Mix Activities to Improve Business Performance of PT. Moza Atmos Indonesia

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Jati, Danang Kuncoro (2015) Maximizing the Use of Promotional Mix Activities to Improve Business Performance of PT. Moza Atmos Indonesia. Undergraduate thesis, Sekolah Tinggi Manajemen IPMI.

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Implementing an effective and efficient promotional approach is essential for every company in the world in order to generate more profit by securing more and more customer. Highly competitive industries requires strategies that corresponds to the internal state of the company. This is what Moza should do in order to sustain in the industry. Moza’s current situation indicates that they didn’t do marketing well. Moza claimed that budget limitation is the main reason behind their problems. Moza’s custom-based product require active-proactive approach and utilize their customer more. Moza works along architecture, custom-based furniture, interior design, and design consultant as their products and services. Moza is established on deep understanding that their current and potential customer require high performance. This study using both quantitative and qualitative as a descriptive analysis to help Moza find solution of what promotional mix they should do adjust with their internal condition. Tools used in this study are tools that commonly use to analyze promotional sector of a company such as Marketing Mix, Promotional Mix, SWOT analysis, NPS, and so on. The analysis and discussion in this study conclude that there are several sector in promotional mix that Moza need to improve. Sales promotion, Internet marketing, personal selling, and direct marketing become main area of focus that Moza need to improve and maximize. For instance, suggesting low-cost approach on Promotional Mix Strategy for Moza is the most suitable for them based on their budget limitation problems. Keywords : Furniture Industry, Budget Limitation, Marketing Mix, Promotional Mix, NPS, Word of Mouth, WOM.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HG Finance
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Indriana Apriyanti
Date Deposited: 16 Jan 2020 07:18
Last Modified: 17 Jan 2020 02:19

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