Evaluating Marketing Strategies For Le Gitt

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Fadillah, Muhammad Zaenudin and Judge, Nasreen Anisputri Daud and Tumbelaka, Stephanie Tanya (2016) Evaluating Marketing Strategies For Le Gitt. Discussion Paper. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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Abstract

The collaboration of IPMI International Business School students of 2012 and PT. Sriboga Bakeries Integra, located in Sentul, Bogor of Indonesia are conducting a Group Field Project to analyze, strategize, and provide recommendations for the Le Gitt brand. During the research, the group has compiled enough information to determine the strengths, weaknesses, opportunities, and threats of the brand and company that is given in details through five (5) chapters of methodology and implementation of precise marketing tools. With the growing fast moving consumer goods (FMCG) segment in Indonesia, bread consumption is a smart alternative to daily needs behind rice. Since the development of lifestyle, and modern retail coming to Indonesia, ready to consume (RTC) products in stores are becoming an increasing trend. The increasing growth over the years in the bread industry needs to be capitalized for competition among primary consumption such as rice and noodles. In the modern marketing era, more and more developments to reaching customers have evolved through technology ranging from digital medias to advanced word of mouth campaigns. These different techniques are a staple to increasing brand awareness, brand image, customer loyalty and others. Thus to excel in the modern market, Le Gitt as a brand has to implement different techniques to engage and increase sales with techniques such as STP (Segmentation, Targeting, Positioning) model, SWOT analysis, and marketing/promotional mix. All information given in the Group Field Project is accurate based upon professional supervision and advice from the top management of PT. Sriboga Bakeries Integra and IPMI International Business School. The collaboration of IPMI International Business School students of 2012 and PT. Sriboga Bakeries Integra will provide learning experience, working real time and providing assistance in both developments of the group.

Item Type:	Monograph (Discussion Paper)
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Library > GFP (Group Field Project)
Depositing User:	Putri Lumithasari
Date Deposited:	24 Jan 2020 06:43
Last Modified:	24 Jan 2020 06:43
URI:	http://repository.ipmi.ac.id/id/eprint/600

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