BAHASA INGGRIS BISNIS 2
SOFTSKILL
Agustinus Tri Hartono 10212411
Dwi Lillah Dhamayanti 12212290
Eggy Febrian 12212382
Rachmat Sunarya 15212835
Siti Hindun 17212056
Sandy Dwi Putra 1A213715
Haris Andrianto 13212320
Bambang Sudoro 11212363
Andry Sugianto 10212854
Universitas Gunadarma
Fakultas Ekonomi
Jurusan S1 Manajemen
PART I
PRELIMINARY
1.1 Background
Industrial development in producing slippers sandals and slippers imitation leather at the present time is quite fast, because people in the world need slippers. Be it to protect themselves from dust, dirt as well as personal prestige. This will lead to competition among companies sandals. This is evidenced by the increasing number of departments strore in Jakarta and other areas in Indonesia. And they both want to give the best. And each has advantages in its products.
With the state of the market increasingly overrun by an assortment of products, it can cause the effect to consumers, especially in carrying out the purchase. That is their tendency to be more careful in choosing a product. The foregoing will encourage employers to be able to further improve the quality of its products.
In reality that is so, it can be said that the company can survive is a company that managed to find a buyer. And to get the buyer, it is necessary for the company in a very effective marketing strategy. So if the marketing strategy can be implemented either by the company, the addition will further accelerate the refund or the capital that has been issued by the company, and the benefits to be obtained, will give great hope also to hold the increase in efforts to promote the company, or at least can cope with competition. So it is obvious that the implementation of the marketing strategy is very important in a company’s overall marketing.
On the basis of these reasons, the authors are interested in performing scientific writing under the title “MARKETING STRATEGY PT. ARIZONA IN BUSINESS SALES INCREASE SANDALS “.
1.2 Problem Formulation
In this paper, the authors wanted to give the subject matter to be discussed is about how the implementation of marketing strategies used by PT. Arizona in an effort to increase sales of products slippers.
1.3 Limitations
In this case, the author will give a boundary problem only on the implementation of marketing strategies used by PT. Arizona in an effort to increase sales of products slippers. There is no data presented that data of turnover PT. Arizona in 1998 and 2002.
1.4 Purpose
The purpose of the writer take the title above is intended as follows:
- To know the implementation of marketing strategies used by PT. Arizona in an effort to increase sales of products slippers.
- To determine the level of sales achieved PT. Arizona during 1998 to 2002.
1.5 Methodology Writing
In order to formulate scientific writing, the data obtained by the authors need or methods as follows:
- Field Studies
- interview
Ie by holding a question and answer directly to some employees and managers that have to do with oyek scientific writing.
- Observation
Namely conducting research by direct observation of the activities of the company.
- Study Library
Namely the collection of theories from books as literature relevant to scientific writing.
1.6 Systematics Writing
To facilitate the understanding of this writing, the authors decompose into several sections, among others:
CHAPTER I INTRODUCTION
In this chapter briefly describes the background of the problem, the problem formulation, problem definition, the purpose of writing, writing methodology, and systematics writing.
CHAPTER II: THEORETICAL
Theoretical explanations on matters relating to the discussion that contains the terms of marketing, understanding the marketing mix, marketing strategy definition, implementation of marketing strategies and understanding of SWOT analysis.
CHAPTER III: COMPANY OVERVIEW
In this chapter the author describes the general description of the company which will include a brief history of the company, the company’s organizational structure and description as well as the production process and production.
CHAPTER IV: DISCUSSION
This chapter is a discussion section that contains the implementation of marketing strategies, sales growth rate from 1998 to 2002 and a SWOT analysis.
CHAPTER V: CONCLUSION
The author tries to draw conclusions briefly and try to give advice that is expected to provide benefits for PT. Arizona.
CHAPTER II
THEORETICAL BASIS
2.1 Definition of Marketing
In the modern world economy, particularly companies that produce goods and services and trading company, the main problem frequently encountered is the attempt to distribute or market their goods and services traded or produced it to a third-party purchaser or consumer need. To be successful distribution or marketing of goods and services required a science or the best way and that’s what we call marketing or marketing.
But the marketing term that comes from the market (market), not simple understanding. Marketing not only covers the world market alone but more than that. Marketing discuss any matter that lives within the corporate community. For most marketing covering the market organization in the broadest sense is not only about products goods but also services regarding services products.
Here the author provides a definition put forward by marketing experts, meaning that can be given a clear understanding of the meaning of marketing it.
Drs. Private Basu D. H. MBA (1992: 72) simply provides the following definition: “Marketing is an activity that drives the flow of goods and services from the producer to the consumer or end-user.
“According to William J. Stanton (1994: 34),” Marketing is a whole system of business activities aimed at planning, pricing, promoting and distributing goods and services that satisfy the needs of both the buyers existing and to potential buyers. ”
According to Philip Kotler (1996: 98), “Marketing is the analysis, planning, implementation and monitoring of programs intended to hold these exchanges with target markets with a view to achieve organizational goals.”
From this definition it can be concluded that Marketing is the attainment of organizational goals and objectives as well as activities related to the process of delivering goods and services from production to the end users (consumers).
Thus marketing activities it is produced goods or services that can be distributed to the parties so that the buyer will not happen buildup which means futility of these efforts.
The concept in the future, based on the philosophy as follows:
- Marketing must become a strategic business concept that can provide continuing satisfaction not only on immediate gratification. For that three parties are mutually interested in the company are customers, employees and business owners.
- Marketing to be a “soul”, not just one member of the body of the company.
- There are three main values, namely:
– The most important brands of the products are brand because essentially the buyers (consumers) to buy a brand is not a product.
– Owner of the company must be involved in the process of satisfying the customer.
– The relationship between the owner of the company, employees and customers is a chain that can not be severed and there should be reciprocal.
With keutungan enough, should the leadership of the company, at least not give bonuses or incentives to employees to enforce it humanely.
2.2 Definition of Marketing Mix
Or Marketing Mix marketing mix variables are controlled can be used by companies to reach consumers who are the target market.
Drs. Private Basu D. H. MBA (1986: 17) in his book Modern Marketing Management states that “The marketing mix is a combination of four variables or activities that constitute the core of the company’s marketing system, namely: product, price structure, promotional activities and distribution systems.
Marketing mix is what is at the core of marketing strategy consists of four main components:
- Product (Product)
- Price (Price)
- Place Place)
- Promotion (Promotion)
Fourth aforementioned components can be combined in finding the best formulas to be applied in the company’s marketing strategy.
- Product (Product)
Product is everything that is offered to the market to get attention, purchase or consumption are consumers, which includes physical objects, services, places, people and organizations.
The most essential thing in marketing is how to meet the needs and desires of consumers to the fullest, how companies can make products with good quality, but with keeping down production costs as much as possible.
Because of these product transformation processes of customer satisfaction can always be in physical form but includes everything that is able to rate the satisfaction of the consumers in the market. But without ignoring the practical values that exist, a product called good if it can satisfy the needs and desires to the fullest.
- Price (Price)
Drs. Private Basu D. H MBA (1986: 147) argues that “price is the amount of money (plus a few items that may be) required to obtain a number of combinations of items and their ministry.”
Interest pricing strategies are:
- Obtain maximum profit
The price is determined by the seller and the buyer. The greater the purchasing power of consumers, the greater the possibility for the seller to set a higher price level. Thus sellers have hope for maximum benefit to existing conditions.
- To obtain a certain market share
Interest gain market share to achieve the increase in the rate of profit in the future, and if the market will atercapai sensitive (sensitive) to the prices, so lower prices may encourage the rapid growth of the market. This is because the low price will attract buyers.
- Flushed Market (Market Skimming)
Mangambil companies benefit from the availability of buyers pay higher prices from other buyers, because the price offered gives a higher value for them.
- Place (Place)
The so-called distribution channels are institutions that have a distributor or dealer activities of distributing goods or services from producers to consumers. There are several factors to consider in the choice of distribution channels, namely:
- The type and nature of the product
- The nature of potential consumers
- the nature of competition
- Channel itself
All these factors need to be considered in the success of marketing activities, especially in the distribution of products from producers to consumers hand effectively, timely and needed by consumers with good quality. With such a strategy can be expected that the level of sales will increase.
- Promotion (Promotion)
The core of the marketing mix is promotion, because with this promotion will take place communication between producers and consumers in making a purchase.
According to Philip Kotler (1991: 89), “Promotion is an activity undertaken to provide and attract the attention of potential consumers to the product produced by the company, giving rise to the interest to buy. ‘
Promotion is one of the variables of the marketing mix is crucial held companies in marketing their products. A product is very useful but if not known by consumers that will not be known benefits and may be purchased by consumers.
2.3 Definition of Marketing Strategy
Success or failure of a company is determined by a grand strategy or core strategy. If this core strategy has been wrong or ineffective, then the technical implementation of the most baikpun become useless, said by Alex D. Tryana MBA (1986: 17).
Furthermore, it also said, basically a marketing strategy included the strategy of product and market strategies, all of which is an attempt by the company to familiarize themselves regularly and choose what products and their markets will be marketed, based on the consideration of the situation of the environment.
Then formulated also about marketing tactics in relation to the marketing strategy in an attempt to market the product. Where mentioned is a business marketing tactics that lead to action and decision-making stages and secluded almost done every day in every part.
Drs. Private Basu DH. MBA (1986: 287) argues that the marketing strategy is an important activity in marketing activities that include:
- Research and Market Analysis.
Namely activities to obtain information about the state of the market, both the present situation and the possibilities that will happen in time to come.
- Product Development
Namely activities to develop products to satisfy the customers as well as the possibility of the company to use the capacity of the product completely.
- Determination of Price
Namely the activities set product prices based on costs and market factors such as distribution channels, given the price cuts, price level requested by a competitor, the ability or willingness of customers to pay and so on.
- Promotion
Namely activities to introduce the goods produced and efforts to influence consumers through promotional mix.
- Distribution in Distribution
Ie activities related to the business of delivering goods from producers to consumers. The goal is to keep the goods always be easily purchased by consumers who want to buy them wherever they are.
Thus it is clear that marketing is important for the company. For the survival of the company depends on the marketing. However, any activity in marketing can not simply be separated from other activities within the company.
Regarding its own marketing strategy, Philip Kotler (1985: 301) says as follows:
“The marketing strategy is a basic approach that will be used by the business unit in achieving the goals that have been set in advance, in it contained basic decisions about the target market, product positioning in the market, marketing mix and marketing costs required level”.
In a market that has a level siatuasi keen competition, the implementation of effective marketing strategy is needed. Because in this situation, in fact only those companies that have a marketing strategy that is more than any other company in exploiting market opportunities, which will gain market share is greater than the existing market.
2.4 Application of Marketing Strategy
Application of marketing strategy should be oriented on three main points, namely:
- Choose your target consumers.
- Identifying their wishes.
- Determine the marketing mix.
Implementation of this strategy is the company’s long-term plan that is used as a guide for marketing.
- Choose your target consumers.
The initial step of a company in running its marketing program is to establish the target consumers. Companies should clearly define who the consumers. Target consumers are individuals who must satisfy their needs.
To set the target consumer will be able to use three different kinds of alternative strategies that can be the company are:
- Undifferentiated Marketing is a company attempting to review the overall market, satisfying the similarities in consumer demand, which is based on the strategy of austerity and appointment aimed at the largest segment in the market.
- Differentiated Marketing is the company trying to identify groups of certain buyers to divide the market into two or more groups, but the shortcomings of this strategy is the costs include research and development costs to modify the product consists of the production costs, storage costs and promotion costs.
- Concentrated Marketing is the only company to focus its marketing efforts on one or a few groups only.
From the foregoing, it is generally the company would prefer to enter some segments of the market to avoid the risks that they face.
- Identifying Consumer Interest
Activity identify consumer needs requires the right advice, convening a market research. The activities of this market research to determine consumer after dividing it in certain segments, it takes a special knowledge of the cost is not small. So that later will know the tastes of consumers in determining the type of products they need, shape, price and others.
- Determine the Marketing Mix
Marketing mix or marketing mix is a combination of important elements in marketing that can be used to develop a marketing strategy as effectively as possible.
According to Drs. Private Basu marketing mix is a combination of four variables or activities that constitute the core of the company’s marketing system, namely product, price structure, promotional activities and distribution systems.
- Product
Description of the product include physical forms of marketing, product branding, packaging, warranty and servicing, as well as sales. To be able to distinguish the sense of these items, it will be the authors describe below.
Consumer goods were divided into three groups:
- Consumer goods are goods purchased for consumption with the purchase based on consumer buying habits and the consumer is the final consumer.
- Confinience goods (goods that is easy to use, can be changed anywhere). Example: soap and others.
- Shopping goods (goods that must be sought first if you want to buy it). Example: textiles, furniture and others.
- Special items (items that have certain characteristics). Example; antiques, luxury vehicles.
- Industrial goods are goods purchased for reprocessing or in other words are used in industrial activity.
Industrial goods are divided into five categories:
- Raw materials (a staple to make other goods). Example: cotton, iron.
- Components of intermediate goods (the goods have entered the production process). Example: yarn to clothe.
- Item operation equipment (used to help smooth the process of production). Example: wrench tools to form a product.
- Agencies (main production tool to produce a production). Example: the weaving machine.
- extra equipment (equipment used to aid agencies). Example: tip goods.
- Price
After the determination of the type of product, the next step is pricing. For more consumer goods demand-oriented, with the assumption that if the price is raised, the demand will be reduced and if the price is lowered, it will increase demand. However, challenges, situations and conditions that affect consumers.
- promotion
Promotion is the flow of information or persuasion in one direction in marketing activities aimed at implementing the consumer. In essence, this activity is divided in the form or variables:
- Advertising; the form of percentages and non personal promotion of ideas, goods and services are paid for by a particular sponsor.
- Personal selling; the percentage of the scope in the mail conversation with a prospective buyer who intended to create sales.
- Publicity; driving demand for non personal goals for a product or service or an idea by using a conventional news in mass media.
- Promotion of sales; marketing activities other than personal selling, advertising and publicity-publicity drive purchases by consumers and retailers effectiveness.
- Distribution
Distribution channel is something that is traversed by the flow of goods from manufacturer to middleman and finally to the user.
The use of this distribution channel can not be separated from consideration of the type of transport that is effective, also considering the need of insurance risks and the costs required.
2.5 Definition of a SWOT Analysis
Analysis of the situation is beginning the process of strategy formulation. SWOT is a strengths, weaknesses, opportunities and threats of the organization, all of which are strategic factors. So says J. David Hunger and Thomas L. Wheelen (193: 1996).
So SWOT analysis should define the competence of the rare companies that is a certain expertise and resources that are owned by a company with a superior way they use. Competence rare sometimes considered a set of core capabilities that strategically capacity to create a company to be different.
CHAPTER III
A GENERAL DESCRIPTION OF THE COMPANY
- 1 A Brief History of the Company
- Arizona is a company engaged in the sandal industry, by producing sandals kind of imitation leather sandals and slippers. The company is up and running in 1972 and based in Jalan Muara Lebak No. 19-20, Pasar Jaya, Bogor Barat.
For over 30 years, this company has experienced ups and downs in their business development in line with the development of the business world in Indonesia. In sales, the company made progress in the period of 1979-1987.
In 1991, the company had received orders coming from abroad, namely Abudhabi. The slippers can be abroad for an Indonesian citizen wear at once spread the news about the sandals that besides comfortable to wear, sandals are also very simple. But sales to Abudhabi did not last long, because the sandal company produced less favored by some local residents.
For the period 1988-1996 the business is in a stable condition means that profits are not too big nor too big. But in 1997 the company suffered losses, due to the monetary crisis hit Indonesia.
At first PT. Arizona only produce local specialty course with the marketing area only about the area of Bogor and Jakarta, Pasar Baru, Bukit Duri, Klender and the City. But along with the times and the number of consumer demand, then around 2000 PT. Arizona expanding its market by accepting orders for Pasuruan, Semarang and Ternate. This year, PT. Arizona also develops its products by producing leather slippers, but in accordance with customer orders.
3.2 Organizational Structure
The organizational structure of the company carried out to determine the duties and functions of each of the workers clearly. And aligned to the business activities of making these slippers can run well and smoothly.
In structural, organizational structure PT. Arizona is as follows:
- Director
The duties and authority of the Director are:
- Is solely responsible for all operational activities of the company.
- Provide duty and authority to all parts of the duties and responsibilities that must be executed.
- Parts Production
Duties and authority that must run production parts, namely:
- Fully responsible for the production activities in order to avoid discontinue production.
- Giving duties and obligations on production employees on activities to be carried out.
- Report all activities of production processes that run to the Director.
- Section Marketing
Things that the duty and authority by marketing departments include:
- Fully responsible for the marketing activities.
- Provides reports on marketing activities that run to the Director.
- Financial Section
This section has a duty and a responsibility that should be run, such as:
- Fully responsible for all activities related to finance and administration.
- Reports on the financial and administrative employee to Director.
- Employees
Employees have a duty and responsibility as follows:
- Duties and authority defined by the management company
Figure 3.1
Organizational structure of the company
- Arizona
Source: PT. Arizona
3.3 Production Process and Production
Production Process slippers PT. Arizona consists of several stages:
- Section Marketing
This section is in charge of receiving orders orders. After oeder order to obtain, directly submitted to the Design and Cutting.
- Section Design and Cutting
This section is in charge of drafting (pattern) sandals in accordance with the existing pattern or in accordance with the order and the time required. Then the material is cut according to the pattern for the next submitted to the Sol Making Up.
- Making the Sol Top
With materials that have been cut, this section makes slippers are sol sol top and sandals found on the surface, to be completed parts Manufacture Sol Down.
- Making the Sol Down
This section tasked with completing sandal paste on the bottom slippers insoles and soles at the top of the sandal.
- Section Packing
This section is in charge of preparing the goods or completed orders produced in places that have been provided.
While products produced by PT. Arizona namely sandals and slippers imitation leather with Arizona brand, described as follows:
- Imitation Sandal
This sandal is a type of sandal that was first produced by PT. Arizona for the women. But for men, the slippers can be obtained by ordering. For reservations, slippers sizes can be ordered with one of size or glow with different prices. Model and color can be ordered according to the wishes of consumers.
- Leather Sandal
This sandal type is a new sandal company produced in 2000. These sandals are manufactured for men and women, but these slippers only in accordance with the order. For the size, model, and color of slippers as well as sandals imitation
CHAPTER 4
DISCUSSION
4.1. Application of Marketing Strategy
- Arizona is a company producing slippers, especially sandals and slippers imitation leather. To be able to run the implementation of marketing strategies, planning is necessary to be done by the company prior to market products slippers, which must first be carried out surveys or market research by the company. Surveys or market research conducted by PT. Arizona is intended to determine how much interest consumers against product imitation slippers and sandals, especially leather sandals that will be marketed by the company. In addition to knowing the interest of consumers to the product to be marketed, market surveys or market research also serves to determine how much force the competitors to be faced by the company.
After conducting market surveys or market research to conduct marketing activities, further PT. Arizona implement these plans by using the following marketing strategies:
- Product strategy
The state of competition between companies with each other forcing every entrepreneur to establish a better product strategy, it means producing goods that truly meet consumer tastes good quantity, quality and price in the market for PT. Arizona.
In producing the goods, PT. Arizona always pay attention to the tastes of consumers because consumer tastes in the purchase will affect the company. Before producing company PT. Arizona has always conducted research, was addressed to it – as follows:
– The amount of material produced
– Quality of materials
– Model slippers
– Introducing the purchasing power and consumer tastes
In producing sandals and slippers imitation leather PT. Arizona always makes planning with the intention that the goods produced sold. Requests to determine the quantity of goods produced by PT. Arizona has always pay attention to the circumstances:
– The development of models available in the market
– The condition of the economy, in general, including the purchasing power of consumers
– Channels of distribution, how to distribute the goods on time
– Hold a meeting with associates
So the resulting product is determined by the tastes of the market or a market mechanism, which is more emphasis on market orientation so that the goods are produced in accordance with the will of consumers.
- Pricing Strategy
In the implementation of marketing, every company implementing marketing strategies appropriate selling prices, intended to benefit the most good for the company.
Success or failure of business activities is highly dependent on the appropriateness of setting the selling price. Setting the selling price by PT. Arizona that takes into account factors – factors of production costs, which the company if you want to sell production must calculate how much it cost incurred by the company.
Having regard to the cost – the cost of production then in this case the company PT. Arizona uses cost plus pricing method (Cost Plus Pricing Method), where the selling price is determined by the number of production costs incurred by the company plus the income earned from the company
Selling price determination requires PT. Arizona not to raise prices, with the aim to dominate the market in a rival. Therefore, PT. Arizona make savings on production costs incurred and do efficiency in the company in order to be competitive prices so by the pricing policy is expected the company will be able to increase sales volume from year to year.
Thus the PT. Arizona will be able to calculate how much profit the company achieved a cost incurred by the company is not too big, so that consumers can buy relatively cheap.
In addition to setting the selling price using the cost plus pricing method, PT. Arizona also perform pricing such as:
– Rebates or discounts, namely the policy of price cuts made by PT. Arizona to provide discounts to employees by 25%, and regular customers up to 30%, while the new subscriptions only given the 20% discount for large purchases.
- Distribution channel
As a company engaged in the sandal industry that is growing, PT. Arizona aware of the position of marketing is very important to improve the quality of service to consumers by providing services and good quality guaranteed.
Distribution system of goods made by PT. Arizona is conducting the direct distribution of goods to the buyer, which is illustrated in the chart below:
Figure 4.1
Direct Distribution Channels
In this direct distribution, consumers can directly buy into PT. Arizona, usually buy direct are wholesalers, which purchase directly goods or products in large quantities. In addition, consumers or customers can also order directly to the manufacturer via fax, mail or telephone long distance, as is usually the buyer who first contacted PT. Arizona.
But PT. Arizona also apply to the distribution channel through an intermediary, illustrated by the scheme below:
Figure 4.2
Indirect Distribution Channel
To deliver the goods from the factory to the consumer through the agency distributors, namely retailers, the company has set procedures for the sale of goods is through the dealer, where the dealer must make arrangements in sale and purchase transactions to the producers, in addition, if the goods are unsold goods can be returned to the manufacturer with a note that they are not damaged.
While the delivery of goods made by PT. Arizona to areas outside of Java such as Pasuruan, Semarang and Ternate is by transporting land transport and sea transport. In addition to the transport outside the island of Java, the delivery of goods within the city transportation company uses its own by using the truck for delivery of goods in the city, but for the shipment of goods outside the island more use courier or cargo.
- Promotion strategies
Promotion is an activity that is run producers in order to introduce products and increase the volume of sales, in addition to facing competition.
To create an increase in sales volume, the promotional activities carried out by PT. Arizona is the sales promotion of them by holding a discount or special discounts for employees of PT. Arizona as well as consumers or customers remained PT. Arizona and customers or new customers when melakukakan purchase products in bulk.
4.2 Trend of Sales of the Year 1998-2002
In increasing sales, PT. Arizona implement a marketing strategy, which the marketing strategy used is the product strategy, pricing strategy, distribution channels, and promotional strategies. In implementing the marketing strategy, PT. Arizona market production of goods is always a plan, so that goods produced sold.
The data of the sales achieved by PT. Arizona over the past five years between the period of 1998 to 2002 period are as follows:
table 4.1
Trend of Sales PT. Arizona
1998 – Year 2002
| Years |
Sales
(in millions) |
Increase / decrease % |
| 1998
1999
2000
2001
2002 |
2.957,73
3.076,04
3.414,40
4.063,14
5.200,82 |
4%
11%
19%
28% |
Source : PT. Arizona
From Table 4.1 shows that the level of sales in 1998 of slippers products PT. Arizona reached Rp. 2.95773 billion. While in 1999 the number of the sales of these products increased, reaching sales revenue of 3.07604 billion, more tingggi Rp. 118 310 000 or 4%. This is because in 1998 there has been a prolonged economic crisis in Indonesia and it is very influential on the level of product sales slippers PT. Arizona.
The company tried to re-apply the right marketing strategy and continue to conduct business relationships with regular customers and for own nascent self-confidence of consumers and customers to keep using the product sandals PT. Arizona, the company can survive in the midst of economic crisis that is happening in Indonesia at that time.
In 2000 PT. Arizona implement marketing strategies more aggressively again. The company expand its market by opening its market network in marketing their products kesejumlah areas such as Pasuruan, Semarang and Ternate. This makes the results of the company’s sales increased by Rp. 338 360 000 or 11% of the sales of Rp. 3.4144 billion.
In 2001 PT. Arizona continue to reform and efficiency of the company’s performance in all areas, the sales of the company also continues to increase is the result of sales of Rp. 4.06314 billion, up 19%, an increase of Rp. 648 740 000.
And until in 2002, PT. Arizona continued to gain increased sales revenue of 28% or higher by Rp. 1.13768 billion with sales revenue of Rp. 5.20082 billion.
The increase in sales from 1999 to 2002 partly due to the implementation of proper marketing strategy by PT. Arizona. Besides, the company expanded its market by opening its market network to various regions namely Pasuruan, Semarang and Ternate.
4.2 SWOT Analysis
SWOT Analysis is an analysis that is used by companies to find alternatives and strategies that will be used by the company in achieving its goals. The factors SWOT analysis of PT. Arizona namely:
- Strengths (Strength)
Factors internal power PT. Arizona is:
– Products that changing times and in accordance with consumer tastes.
– Product price is slightly cheaper than competitors
– Products can be purchased easily by consumers
– Management of a company that is well organized
- Weaknesses (Weakness)
Factors of weakness PT. Arizona, among others:
– Less vigorous campaign carried out in order to influence consumer purchase of the product sandals
– At least invertor which invest in companies
– Some workers are less skilled in designing products
- Opportunities (Opportunity)
Which belong to the external opportunities owned by PT. Arizona in marketing products slippers include:
– Products manufactured have a good quality at an affordable price
– Location of the strategic location of the company
– Start Events improving economy in Indonesia lately
– Companies can create jobs
- Treaths (Threats)
Things that belong to the threats that will be experienced PT. Arizona namely:
– More and more are induustri-sandal industry in Indonesia
– The unstable political situation in Indonesia today
– The market situation is still sluggish and the exchange rate is not stable
– The incessant promotion by competitors
Based on the factors mentioned above, it can be the analysis that in implementing its marketing strategy, PT. Arizona wearing powers held by the company and try to develop the opportunities he had. Meanwhile, in anticipation of the munngkin failure experienced by the company, the company tried to improve the weaknesses that are owned by the company and anticipate the threats it will face.
From the SWOT factors in PT. Arizona above, it can be made a SWOT matrix PT. Arizona, which is illustrated by the table below:
Table 4.3.1
SWOT matrix PT. Arizona
| Key Factor |
Strong (S)
· Production according to consumer tastes
• The price of the product a little cheaper
• Products can be purchased with ease
• Management
well-organized |
Weakness 
• Less vigorous promotion
• At least investors who invest
• Some workers are less skilled designing products |
| Oppurtunity (O)
· Products of good quality and reasonably priced
• The layout of strategic locations
• Economic conditions improved in Inodonesia
• Can create jobs
|
SO strategy
• Maintaining product quality
• Maintain product prices remain cheaper
• Opening a branch in a strategic location |
WO strategy
• Promoting a more vigorous
• Increase knowledge or training less skilled workers
|
| Threats (T)
• Industry-similar industries more
• The political situation in Indonesia is not yet stable
• The rupiah exchange rate is not stable
• Promotion of competitors intensified |
ST strategy
• Improving the quality of products according to consumer tastes
• Maintain product prices remain cheaper
· • Increase the promotion of better quality |
WT strategy
• Optimize the performance of employees
• Determine the target consumers for the lower middle class
|
CHAPTER V
CONCLUSION
5.1 Conclusion
Based on the description that has the writer explained in advance, the authors try to draw the following conclusion:
- PT. Arizona implementing several marketing strategies namely product strategy, pricing strategy, distribution channel strategy, and promotional strategies. The marketing strategies used it is quite appropriate, because it can be seen that the sales of products slippers PT. Arizona increased from 1999 to 2002.
- In mid-1999 to 2002 the level of product sales slippers PT. Arizona has increased. This happens because the company implemented a marketing strategy that is quite right. The company also opened its market opportunities by marketing products slippers to Pasuruan, Semarang and Ternate.
- In implementing its marketing strategy, PT. Arizona wearing strengths of the company and try to develop the opportunities he had. Meanwhile, in anticipation of a possible failure experienced by the company, the company tried to improve the weaknesses that are owned and anticipate threats to be faced.
5.2 Suggestions
At the end of this scientific writing, the writer wanted to try to convey some suggestions that might be useful for PT. Arizona, among others:
- In the face of competition, the company should have to put more emphasis on the implementation of marketing strategies used to further increase sales of its products. This can be done by promoting the advantages of the new products that will be marketed by using promotional tools to more.
- For the foreseeable future, PT. Arizona is expected to maintain a good image, and always strive to produce new products in accordance with the changing times or according to prevailing fashion trends.
- In terms of the distribution, the company should be able to do it better, so that customers can purchase products slippers PT. Arizona easily. So in addition to the distribution went smoothly also support the company’s goals in an effort to increase sales.
- Should PT. Arizona still create positive image of the product sandal by increasing the quality and set a lower price than competitors. So that customers or consumers remain loyal to the company.
aryarachun 