Sarvia, Elty and Wiryo, Sebastian and Suhandi, Victor (2009) Analysis and Marketing Strategy Suggestion for Improving Sales (Case Study: X Trading Company, Bandung). In: International Seminar on Industrial Engineering and Management, December 10th-11th, 2009, Bali.
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Abstract
X Trading Company established since 1980. This company sells products such as shoes and slippers in wholesale and retail. Problems faced by the decreasing number is about 20% of sales that occurred in mid 2008 to mid-2009 this year, compared with the previous period. This may be caused by factors of performance felt by customers who have not been optimal, so the evaluation needs to be done to know how the importance level of the factor and current level of performance are needed; know Segmentation, targeting, and positioning (STP); the strengths, weaknesses, opportunities and threats factors. The variable research is based on the concept 7P (Product, Price, Place, Promotion, People, Process, and Physical Evidence). Method used in this research is a method of Importance-Performance Analysis (IPA), analysis of STP, and SWOT analysis. Proposed awarded based on the conclusions of the IPA and SWOT analysis.One of the suggestion of this research is provide the member get member program. The Customer who introducing and bring in a new customer to X Trading Company getting a voucher or discount.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | Importance-Performance Analysis, segmentation, targeting, positioning, SWOT. |
| Subjects: | T Technology > T Technology (General) |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 07 Mar 2016 02:13 |
| Last Modified: | 23 Aug 2016 02:31 |
| URI: | http://repository.maranatha.edu/id/eprint/19129 |
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