Department of Agribisnis, 2003

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STRATEGI DAN TAKTIK PEMASARAN PERUSAHAAN TEH BOTOL SOSRO DALAM KONDISI KRISIS EKONOMI (Studi Kasus di PT. Saranasangga Mekarluhur-Bandung)

AIDA OCTAFIANTI

Abstract


Monetary economic crisis occurred on July 1997 affects anything alteration in the firm condition. At the time, Sosro have the swell the price of bottled tea Sosro because most components of bottled tea Sosro still use important material. In addition, at the economical crisis Sosro faces new problem is that decreasingly consumer?s capacity to buy it?s produc and there are many competitor firms, Hi-Ci Tea, Kita Tea, Bintang Tea, Giju Tea, and 2 Tang Tea, that threatens Sosro market in way of trying to enter Sosro distribution line.
This research aims to know the effect economic crisis toward sale volume of bottled tea Sosro and to knoe the tactic and strategy performed, also to know the distribution performed in the crisis by Sosro at PT. Saranasangga Mekarluhur-Bandung.
This research uses purposive technique sampling to the sources of Marketing Department at PT. Saranasangga Mekarluhur-Bandung and also uses direct observation in Bandung.
From research result, the observation at PT. Saranasangga Mekarluhur as Sosro representative in Bandung still defends the product, fcuses of marketing activity on dominated consumers, Furthermore, Sosro marketing is also focused on the effort of enduring the existed consumers wit certain tactic and strategy. Besides, Sosro always observes the outlets of Sosro from competitor influnces that wants to exchange bottled tea Sosro.

Keyword : STRATEGI; TAKTIK; PERUSAHAAN TEH BOTOL SOSRO

Link terkait : http://skripsi.umm.ac.id/files/disk1/57/jiptummpp-gdl-s1-2005-aidaoctafi-2846-Pendahul-n.pdf



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