Kelompok 5 Mansar WM 82 - Proposal Proyek Perbaikan Pemasaran PT Sepatu Bata Tbk.pdf - PROPOSAL PROYEK PERBAIKAN PEMASARAN PT SEPATU BATA TBK(BATA

Kelompok 5 Mansar WM 82 - Proposal Proyek Perbaikan Pemasaran PT Sepatu Bata Tbk.pdf

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PROPOSAL PROYEK PERBAIKAN PEMASARAN PT SEPATU BATA TBK. (BATA) ANGGOTA KELOMPOK: AGUSTINE ASTRI RIZANDY 2019023586 ALMAS KHAIRUNA 2019023587 BAYUDUTA RAHARJA 2019023592 FAZA ASGHAR E. H. 2019023595 HUMAIRA BESARI 2019023599 INDIRA DWESY A. 2019023600MAGISTER MANAJEMEN WIJAWIYATA MANAJEMEN 82 PPM SCHOOL OF MANAGEMENT 2020
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i DAFTAR ISIDAFTAR ISI ............................................................................................................iDAFTAR GAMBAR .............................................................................................iiiDAFTAR TABEL ..................................................................................................ivDAFTAR LAMPIRAN ...........................................................................................vBAB I PENDAHULUAN ........................................................................................11. 1 Latar Belakang ...................................................................................1 1. 2 Rumusan Masalah ..............................................................................2 1. 3 Tujuan Penelitian ...............................................................................3 1. 4 Keterbatasan Penelitian ......................................................................3 BAB II KAJIAN TEORI ........................................................................................42. 1 Segmentasi Pasar................................................................................4 2. 2 Brand Positioning ...............................................................................6 2. 3 Analisis Market Share........................................................................8 2. 4 Analisis Besaran Pasar (Market Size)..................................................8 2.5 Perilaku Konsumen ............................................................................9 2. 6 Membangun Ekuitas Merek ..............................................................12 2. 7 Strategi Kompetitif Persaingan Pasar ................................................14 2. 8 Porter’s Five Forces Analysis...........................................................18 2. 9 STP (Segmenting, Targeting, and Positioning) .................................22 2. 10 Marketing Mix4P (Product, price, promotion and place) ..................24 2. 11 SWOT and TOWS Analysis.............................................................25 2. 12 Kerangka Analisis ............................................................................26 BAB III METODE PENGUMPULAN DAN ANALISIS DATA ........................283. 1 Jenis Penelitian ..................................................................................28 3. 2 Metode Pengumpulan Data ..............................................................29 3. 3 Skala Pengukuran Variabel Kuesioner ..............................................29 3. 4 Operasional Variabel Kuesioner .......................................................30 3. 5 Metode Analisis ...............................................................................31
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ii BAB IV ANALISIS EKSTERNAL DAN INTERNAL ........................................334.1 Analisis Eksternal ............................................................................33 4.1.1 Market Share........................................................................33 4.1.2 Market Size...........................................................................34 4.1.3 Porter’s FiveForces Analysis...............................................35 4.1.4 Consumer Behavior..............................................................37 4.1.5 Opportunities - Threats.........................................................41 4.1.5 EFE Matrix...........................................................................43 4. 2 Analisis Internal.............................................................................44 4.2.1 Segment, Target, Position.....................................................45 4.2.2 Marketing Mix......................................................................45 4.1.3 Strength - Weakness..............................................................48 4.1.4 IFE Matrix ............................................................................49 4.3 IE Matrix .........................................................................................50 4.4 QSPM ..............................................................................................51 4.5 TOWS Analysis ...............................................................................51 4.6 Strategi Objektif ...............................................................................53 BAB V REKOMENDASI DAN IMPLEMENTASI ............................................555.1 Rekomendasi ....................................................................................55 5.1.1 Pelayanan Toko .......................................................................55 5.1.2 Digital Marketing...................................................................57 5.1.3 Layanan Purna Jual ...............................................................60 5.2 Implementasi .................................................................................63 5.2.1 Biaya ..................................................................................63 5.2.2 Timeline.............................................................................65 5.2.3 Mockups.............................................................................67 BAB VI KESIMPULAN .......................................................................................76DAFTAR PUSTAKA ............................................................................................78LAMPIRAN ..........................................................................................................80
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iii DAFTAR GAMBAR Gambar 2. 1 Sales and Profit Life Cycles....................................................................16Gambar 2. 2 Porter’s Five Forces...............................................................................18Gambar 2. 3 Segment, Target, Position.......................................................................23Gambar 2. 4 Marketing Mix........................................................................................24Gambar 2. 5 Kerangka Analisis Perbaikan Pemasaran .................................................27Gambar 4. 1 IE Matrix 50Gambar 5. 1 Contoh Totebag Bata…………………………………………………55Gambar 5. 2 Contoh Seragam Bertema .......................................................................56Gambar 5. 3 Timeline penerapan rekomendasi pemasaran Bata ..................................66Gambar 5. 4 Mockups Tote Bagdan Gift Card............................................................67Gambar 5. 5 Mockups Bata Newsletter........................................................................67Gambar 5. 6 Mockups Digital Advertisement Sesuai Ukuran px ..................................68Gambar 5. 7 Mockups Webseries- Cerita Bataku ........................................................68Gambar 5. 8 MockupsHalaman Depan WebsiteBata (1) .............................................69Gambar 5. 9 MockupsHalaman Depan WebsiteBata (2) .............................................69Gambar 5. 10 Mockups Halaman Depan Website Bata (3) ..........................................70Gambar 5. 11MockupsHalaman Depan WebsiteBata (4) ............................................70Gambar 5. 12 MockupsHalaman Detil Produk WebsiteBata (1) .................................71Gambar 5. 13 Mockups Halaman Detil Produk Website Bata (2) ................................71Gambar 5. 14 MockupsHalaman Detil Produk WebsiteBata (3) .................................72Gambar 5. 15 MockupsHalaman Pembayaran WebsiteBata .......................................72Gambar 5. 16 MockupsHalaman Depan Bata Club.....................................................73Gambar 5. 17 MockupsHalaman Struktur dan Benefit Bata Club................................73Gambar 5. 18 Mockups Games Bata Club...................................................................74Gambar 5. 19 Mockups Chat Online WebsiteBata ......................................................74Gambar 5. 20 Mockups Chat via Whatsapp.................................................................75
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iv DAFTAR TABEL Tabel 3. 1 Kategori Uji Analisis Deskriptif .................................................................28Tabel 3. 2 Operasional Variabel ..................................................................................30
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