Analysis Of Marketing Strategy Of Minyeuk Pret Using STP, Ansoff Matrix .

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East African Scholars Journal of Economics, Business and ManagementAbbreviated Key Title: East African Scholars J Econ Bus ManagISSN 2617-4464 (Print) ISSN 2617-7269 (Online) Published By East African Scholars Publisher, KenyaVolume-2 Issue-10 Oct-2019 Research ArticleAnalysis of Marketing Strategy of Minyeuk Pret Using STP, Ansoff Matrix,and Marketing Mix1*1Daudy Sukma , Permana Honeyta Lubis and Sorayanti Utami11Department of Management, Universitas Syiah Kuala, Indonesia*Corresponding AuthorDaudy SukmaAbstract: This study is to find out how the marketing strategy of perfume product of Minyeuk Pret, as an Acehauthentic perfume. The research method uses qualitative approaches, that are the interview and observation to collect theinformation. The object is PT. Yakin Bersama Jaya as the producer of Minyeuk Pret products. The respondent is its CEOas internal party, that is one person, and 5 customers of Minyeuk Pret products as the external party/user to see theoverview of the product performance. This study is reviewed based on three concepts of marketing, that are STP(segmentation, targeting, positioning), Ansoff matrix, and marketing mix. The result describes that : 1) based on thestrategy of segmentation, targeting and positioning, Minyeuk Pret currently targets the market without differentiation.However, it is possible that there will be the adjustments to marketing plan for Minyeuk Pret in the future; 2) The Ansoffmatrix provides the marketing strategy position of Minyeuk Pret products now is the market development. It is about tomaintain old products by entering new markets.; 3) Based on the marketing mix, PT. Yakin Bersama Jaya in general hasimplemented the concepts that are contained in the marketing mix which includes products, places, promotions andprices. These all findings figure the position of Minyeuk Pret as the entity of business. The originality lies in theinterpretation of the marketing strategy of Minyeuk Pret, with qualitative approach using interviews and observation tocollect the information and data. The limitation resides in the scope of object, that observes in only its head office. Thisstudy also contribute to practical managers of business, especially Minyeuk Pret itself in maping its position of marketingstrategy.Keywords: marketing strategy, marketing mix, segmentation, targeting, positioning, marketing mix.I.INTRODUCTIONThe marketing strategy plays an important rolein business especiall in small and medium-sizedenterprises (SMEs). The current condition of globaleconomy is like two sides of a coin that can be anopportunity and a challenge for local marketers. To winthe competition of global market, the company mustdesign the marketing strategy and the volume ofproducts in order to get economies of scale andcompetitive advantages through the reduction of costs(Machek and Machek, 2010). Moreover, it also can berealized by several main factors such as low costs,strong bargaining power, financial resources and wellmanagement (Machek and Machek, 2010). Supportedalso by (Ghoshal, 1987) and (Birkinshaw, Morrison andHulland, 1995), "the core of the global marketingstrategy is to integrate the company competitivemovements in all major markets in the world".Quick Response CodeAs an archipelagic and maritime country,Indonesia is blessed with abundant natural wealth,including essential oils which are very needed byfragrance industries. One type of essential oil which isexported is patchouli oil. Indonesia supplies around 85to 90 percent of the global patchouli oil market share2,000 tons per year. From this amount, Aceh province isa major contributor to national patchouli oil productionwith a contribution of 70 percent, of which most of theexports are still in the form of oil that has not beenprocessed into downstream products.Among the local product brands, one that isseriously working on the market share of perfumedownstream product is Minyeuk Pret. Under PT. YakinBersama Jaya which was established in 2015, currentlythe distribution of Minyeuk Pret products has spreadJournal le HistoryReceived: 13.09.2019Accepted: 23.09.2019Published: 10.10.2019Copyright 2019 The Author(s): This is an openaccess article distributed under the terms of theCreative Commons Attribution 4.0 InternationalLicense (CC BY-NC 4.0) which permits unrestricteduse, distribution, and reproduction in any mediumfor non-commercial use provided the originalauthor and source are credited.DOI: 10.36349/easjebm.2019.v02i10.002Published By East African Scholars Publisher, Kenya601

Daudy Sukma et al., East African Scholars J Econ Bus Manag; Vol-2, Iss-10 (Oct, 2019): 601-606throughout all provinces in Indonesia. With increasingdemand and coupled with production capabilities thathave been able to meet domestic market demand,Minyeuk Pret is considered very feasible to reach and tomeet the needs of foreign markets.Based on the discussion and informationabove, authors determine the three concept of marketingto start the research, that are 1) STP (segmentation,targeting, positioning), 2) Ansoff matrix, and 3)marketing mix. Then the research questions are :1). How is the STP (segmentation, targeting,positioning) carried out for Minyeuk Pret products?;2) Where is the Minyek Pret position based Ansoffdevelopment matrix?3) How is the marketing mix of Minyeuk Pret?II.RESEARCH METHODThis research is conducted with qualitativeapproaches that are interview and observation methods.The qualitative approach is intended to gainunderstanding regarding the phenomena such asbehavior, perception, motivation, actions, etc. Thisunderstanding can be obtained holistically which ispresented in accordance with the existing scientificmethods. The object is PT. Yakin Bersama Jaya as theproducer of Minyeuk Pret products. The respondent isits CEO as internal party, that is one person, and 5customers of Minyeuk Pret products to see the figure ofMinyeuk Pret Products. The result is in interpretationbased on the scientific method, as an answer of theresearch questions.III. RESULTThe flow of Minyeuk Pret’s marketing based on the infromation from the interview can be seen as follows.Figure 1. Minyeuk Pret’s Marketing ConceptSegmenting, Targeting and PositioningBased on observations, market segmentation ofMinyeuk Pret perfume products is marketing withoutdistinction. It means there is no specific division orcertain segmentation in the market. More specifically,the consumer segmentation strategy of Minyeuk Pretcan be described as follows:1. Geographic segmentation. Minyeuk Pret productsare initially marketed to Aceh region, but now,they are also marketed throughout Indonesia.2. Demographic segmentation. Minyeuk Pretproducts are currently marketed to all sex groups,as well as various level of income, religion, race,citizenship and social class. But there is inparticular, Minyeuk Pret has a different marketingstrategy for the age group of 17-24 years and 2445 years. East African Scholars Publisher, Kenya3.4.Psychographic segmentation. Minyeuk Pretproducts are not focused on segmenting certainlifestyles and personalities.Behavior segmentation. Minyeuk Pret products arecurrently being heavily promoted as prime qualitylocal products. So that in one of the taglinesincluded in the packaging, there are messages andinvitations to love local products. This shows thatMinyeuk Pret products target the consumers whohave knowledge, attitudes, usage, experience andpositive responses to high-quality local products.TargetingThe marketing policy and strategy of MinyeukPret for targeting, outlines that Minyeuk Pret rentiated marketing approach). It means there is602

Daudy Sukma et al., East African Scholars J Econ Bus Manag; Vol-2, Iss-10 (Oct, 2019): 601-606no specific division or certain segment in the market, sothat marketers in this condition serve all consumers.This marketing can reduce costs and be mass. With anarrow number of product lines, it also encourages thereduction of production costs, inventory andtransportation.quality, and are not too concerned with low prices. It isnot surprising if the marketing efforts are carried outmassively, either with promotions, attending a numberof events both nationally and regionally, or utilizing themarketing in the network (online) or commonly calledonline marketing.PositioningMinyeuk Pret has choosen positioning with itsnew tagline, Aceh Authentic Perfume, and it targets theconsumers who love local products, are aware ofFor more details on the strategy ofsegmentation, targeting and positioning of MinyeukPret perfume products, it is explained in table 1 asfollow:Table 1. STP (Segmentation, Targeting dan Positioning)Market SegmentationMarket TargetMarket PositioningMarket segmentation of Minyeuk Pret Market target of Minyeuk Pret With the tagline of Aceh Authenticperfume products is marketing without perfume products is a general Perfume, Minyeuk Pret introduces itselfdistinction. There is no specific division or public, namely users of as an original, valuable perfumecertain segmentation in the market.perfume products for daily product, high quality and hasneeds.competitive prices.The Concept of Ansoff Growth Matrix StrategyIn this study, the most appropriate strategywhich is applied to PT. Yakin Bersama Jaya in order topenetrate the international market based on Ansoffgrowth matrix strategy concept is the third strategy,namely market development. The strategy is that PT.Yakin Bersama Jaya as the producer of Minyeuk Pretcan offer products that are already in the new market,namely the Malaysian and Indian international markets.SWOT AnalysisBased on the observation from the authors,Minyeuk Pret obtains many strength, weakness,opportunity and threat as follows:Table1. SWOT ction processMain raw materialsSelection of technology2.Availability of laborScale of ting raw materialsFacilities andinfrastructureDomesticMarket niche (marketshare)The development oftechnology in the 4.0industrial revolutionOnline marketingGovernment policies andregulations East African Scholars Publisher, KenyaResultsIt is close to sources of raw materials, labor resources, andtransportation.It uses sophisticated and efficient technology to get higher quality.There is an availability of abundant main raw materials includedpatchouli oil.it uses the sophisticated technology and can reduce negative impactson the environmentIt has 11 educated and skilled employees in their fields.Limited quantities.Lately, the goods production is not in accordance with consumertastes, so product innovation needs to be added.The capital is relatively less available, in accordance with the limitednumber of requests that can be fulfilled.Supporting raw materials for certain items such as special types ofpackaging must still be imported from abroad.The facilities and infrastructure are not evenly available.International market also becomes the target of producers.With less local brands competing in the perfume and cosmeticsmarket, it is an opportunity for Minyeuk Pret to fill the available hugemarket share.The ease in increasing production effectiveness and efficiency so asto encourage the increase in product quantity and quality.The ease of designing marketing programs including the ease ofmaking buying and selling transactions online.Ministry of Trade of Indonesia programme is to diversify markets bysetting variations in destination countries for exports and reducingvarious bureaucratic costs that may be in charged in export and603

Daudy Sukma et al., East African Scholars J Econ Bus Manag; Vol-2, Iss-10 (Oct, 2019): 601-606No.AspectSub-aspect4.ThreatOld competitorsGlobal economic crisisSocial, economic andcultures of exportdestination countriesNew competitorsNew regulations from thegovernmentResultsimport activities.the presence of competing brands which are generally transnationalbrands have worldwide with a very broad marketing network.Global economic crisis can affect both sides of international trade,exports and imports. It is not only concerning finished goods, butwhen procuring components and parts of an item, it also requires theinvolvement of international trade.It needs to be studied further about the differences of social,economic and cultures with the people of export destination countriesin developing the right marketing strategy.New competitors can be a trigger for producers to continue inimproving product quality and customer satisfactionThe company needs to anticipate the application of the latestregulations from the government by studying it.Global Management Strategy(Craig and Douglas, 2000) stated about thecomplex process of international marketing strategiesthat is ". considers the spatial configuration of assetsand resources and assesses not only the similarities anddifferences between markets in different geographicallocations but also patterns of market interdependenceand strengths that are pushing towards greater marketintegration". Among the many classifications followinginternational marketing strategies, the three dimensionsmost widely used are standardization adaptation,concentration dispersion, and integration independence(Lim, Acito and Rusetski, 2006).In reviewing the company internationalmarketing strategy from all perspectives, it provides thethree main dimensions of the GMS model published by(Zou and Cavusgil, 2002). The GMS model illustrateshow companies or marketers can globalize theirmarketing behavior in international markets entration and coordination of marketing activities,and integration of competitiveness that moves acrossmarkets.Marketing MixProductIn preparing the marketing mix program,especially regarding the product, it needs to beconsidered the following elements: Quality of products The quality of Minyeuk Pret perfume has beenproven as it is evidenced by the content of morethan 15% pure essence, which can be categorizedas eau de parfum (EDP). It also has the advantagethat the aroma is stronger and can last longer (longlasting). Features (attributes) of various products The product attributes from Minyeuk Pret includevariants of aroma, packaging, and so on. It can beexplained that the Minyeuk Pret perfume producthas a variety of attractive aroma variants consisting PlaceIn compiling a marketing mix program,especially regarding place, it is necessary to considerthe following elements: East African Scholars Publisher, Kenyaof legendary aroma (seulanga, coffee and meulu)and premium (jeumpa and sanger espresso).OptionsBuyers can access options for buying eitherthrough offline marketing media or onlinemarketing.StyleToday, wearing perfume is not just a fragrance, butalso can show the identity of the wearer as aconsumer who is aware of lifestyle (style).Brand nameAt the end of 2015, the proposal to obtain HAKI(Hak Atas Kekayaan Intelektual) / IntellectualProperty Rights through the Ministry of Law andHuman Rights was carried out so that the logo ofMinyeuk Pret was registered as a trademark in2018. The Minyeuk Pret brand name was then usedas a corporate brand identity.PackagingMinyeuk Pret is packaged in premium (luxury)using premium bottles as well. But in terms ofprice this product has competitive prices.SizeMinyeuk Pret products are safe and comfortable tocarry anywhere with 200 ml net of weight.ServicesMinyeuk Pret products consist of various scents.Minyeuk Pret also provides the after-sales servicesand call center numbers for customer complaintservice.WarrantiesSo far, based on the results of interviews with 5consumers, it is found that consumer satisfaction isquite high with the quality of Minyeuk Pretproduct.Channels604

Daudy Sukma et al., East African Scholars J Econ Bus Manag; Vol-2, Iss-10 (Oct, 2019): 601-606 Minyeuk Pret distribution channel has beendesigned to adapt to the latest developments inonline marketing. With hundreds of resellersthroughout Indonesia, Minyeuk Pret products havecut a complicated and long distribution chain, sothat the selling price can be maintained.CoverageNot only domestically, but Minyeuk Pret alsosuccessfully entered the international market andis sold in 11 countries, some of which are Britain,Saudi Arabia, America, Malaysia, Taiwan,Bangladesh, United Arab Emirates, India andThailand. In Indonesia, there are around 300resellers, 17 partner outlets, 5 distributors and 12suppliers.LocationsMinyeuk Pret production house is located at thehead office of PT. Yakin Bersama Jaya, onWedana Street, Banda Aceh.InventoryThe storage warehouse of Minyeuk Pret finishedproduct is also located at the head office of PT.Yakin Bersama Jaya, on Wedana Street, BandaAceh.TransportThe location of Minyeuk Pret production house isvery affordable by transportation lines both publicand private.PromotionIn preparing the marketing mix program,especially regarding promotion, it is necessary toconsider the following elements: AdvertisingUntil now, Minyeuk Pret has been activelypromoting either in print media, online media, orby sponsoring a number of activities such as theannual Agam and Inong Aceh TourismAmbassadors. Personal sellingFor consumers who want to get this productdirectly, they can visit the service center ofMinyeuk Pret on Wedana Street, Mibo, BandaAceh. Sales promotionAt present, Minyeuk Pret has the power of anextensive marketing network, with around 300resellers, 17 partner outlets, 5 distributors and 12suppliers spread throughout Indonesia. MinyeukPret is also active in offering discounts andbonuses. PublicityMinyeuk Pret actively publishes the publicity byparticipating in product exhibitions either locally,nationally and regionally, or internationally. As acorporate social responsibility, Minyeuk Pret isalso often invited in entrepreneurial seminaractivities to motivate young people and students tobe able to live independently by entrepreneurship. East African Scholars Publisher, KenyaPriceIn preparing the marketing mix program,especially regarding price, the following elements needto be considered: Price List Discounts Allowances Payment periods Credit items (credit payment facilities)The Strategy for Entering the International-GlobalMarket (Mode of Entry)The type of choice in mode of entry that can bechosen consists of four alternatives, namely:1. Export, which consists of direct and indirectexports.2. The contractual system, which consists ofmanufacture contracts, franchises, licenses andjoint ventures.3. Direct investment, which consists of acquisitionand green field.4. Internet marketing.Based on the four strategy in mode of entryand if it is adjusted to the observation results from theauthors, the four strategies can be implementedaccording to the capacity and capability of themanufacturer in meeting consumer demand.Research ImplicationThis research enriches the views of previousstudies that discusses : the marketing strategy ofcosmetics and beauty care products, such as (Ivančováand Solberg, 2013) study about three global brandsincluded Chanel, Guerlain, and La Mer; (Nguyen, 2015)study about Maybelline global marketing strategy inVietnam; (Machek and Machek, 2010) research aboutL’oreal; (Heide and Gontarz, 2016) study aboutShiseido; (Palade, 2011) study about Avon in Romania;and a few of the global brands of cosmetics andpersonal health care marketing strategies publicationsincluded Sephora, Coty and Uniliever. All of referencesare explained about developed global brands marketingstrategies, meanwhile in this research is explainedMinyeuk Pret as developer of Indonesia local brand.The using of SWOT analysis in this researchalso enriches the latest study by (Adam and Anwar,2018). There are difference between this study and(Djalil, Adam and Syahputra, 2015). On this study,marketing strategy is explained as general subject,meanwhile on the another is specialized to discussabout competitive and cooperative strategy.IV.CONCLUSIONThe result describes that : The result describesthat : 1) based on the strategy of segmentation, targetingand positioning, Minyeuk Pret currently targets themarket without differentiation. However, it is possiblethat there will be the adjustments to marketing plan for605

Daudy Sukma et al., East African Scholars J Econ Bus Manag; Vol-2, Iss-10 (Oct, 2019): 601-606Minyeuk Pret in the future; 2) The Ansoff developmentmatrix provides the marketing strategy position thatneed to be applied for Minyeuk Pret products that is themarket development. It is about to maintain oldproducts by entering new markets.; 3) Based on themarketing mix, PT. Yakin Bersama Jaya in general hasimplemented the concepts that are contained in themarketing mix which includes products, places,promotions and prices.These all findings figure the position ofMinyeuk Pret as the entity of business. The originalitylies in the interpretation of the marketing strategy ofMinyeuk Pret, with qualitative approach usinginterviews and observation to collect the informationand data. The limitation resides in the scope of object,that observes in only its head office. This study alsocontribute to practical managers of business, especiallyMinyeuk Pret itself in maping its position of marketingstrategy. Marketing programs that have been plannedboth individually and collectively should be maintainedfor which have succeeded and on the contrary, theprograms that do not work properly should be reevaluated together between the team of strategicplanning preparation and marketing plan of PT. YakinBersama Jaya./6170/Marleen ter Heide.pdf?sequence 1.Ivančová, A., & Solberg, C. A. (2013).International marketing strategies in the luxurycosmetic industry - Exploratory multiple case studyof Chanel, Guerlain and La Mer. BI NorwegianBusiness School.8. Lim, L. K. S., Acito, F., & Rusetski, A. (2006).‘Development of archetypes of internationalmarketing strategy’, Journal of InternationalBusiness Studies, 37(4), pp. 499–524. doi:10.1057/palgrave.jibs.8400206.9. Machek, I. O., & Machek, I. M. (2010). ‘GlobalStrategy of L’Oréal Professional ProductsDivision’, University of Economics in Prague, pp.136–150.10. Nguyen, T. X. Q. (2015). Strategic Marketing Planfor a Cosmetics 3Company Case: BB Cream ofMaybelline New York Vietnam. Lahti University ofApplied Sciences.11. Palade, A. (2011). ‘Analysis of Marketing Mix onCosmetics Products Case Study: Avon.7.REFERENCES1. Adam, M., & Anwar, F. (2018). ‘Industry andStrategic Analysis of Lamno Robusta Coffee; AnAplication of Multy Criteria Decision Analysis(MCDA) Techniques to Analyze A Small ScaleFarming Group’, International Journal of Businessand Administrative Studies, 4(6), pp. 251–266. doi:10.4108/eai.3-10-2018.2284353.2. Birkinshaw, J., Morrison, A., & Hulland, J. (1995).‘Structural and competitive determinants of aglobal integration strategy’, Strategic mj.4250160805.3. Craig, C. S., & Douglas, S. P. (2000). ‘Configuraladvantage in global markets’, Journal ofInternational Marketing, 8(1), pp. 6–26. doi:10.1509/jimk.8.1.6.19564.4. Djalil, M. A., Adam, M., & Syahputra, H. (2015).‘Core Competency and Industry Environment : ItsInfluences on the Competitive and CooperativeStrategy and Its Implication on the Performance ofSharia-based Financial Institutions in AcehProvince’, Global Journal of Business and SocialScience Review, 1(March), pp. 598–615.5. Ghoshal, S. (1987). ‘Global Strategy: AnOrganizing Framework’, Strategic ManagementJournal, 8(5), pp. 425–440.6. Heide, M., & Gontarz, K. M. (2016). A brandpositioning strategy recommendation for an Asiancosmetics giant : Shiseido in Western and CentralEurope. Copenhagen Business School. /handle/10417 East African Scholars Publisher, Kenya606

The Concept of Ansoff Growth Matrix Strategy In this study, the most appropriate strategy which is applied to PT. Yakin Bersama Jaya in order to penetrate the international market based on Ansoff growth matrix strategy concept is the third strategy, namely market development. The strategy is that PT.

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