Classic Love
Part 23 - I'll Find You!!
In carrying out the construction of Term
Length, heavy point of development
placed in the economic field in line with the improvement of the quality of human resources in order to achieve national development goals and targets
in accordance with Pancasila and Invite – Law 1945.
Development of oil and gas industry in Indonesia
it shall be based on the 1945 Constitution of article 33, which shall include
mention “ Earth, water and natural wealth contained in it is controlled by the state and used as big as possible
the magnitude for the benefit of the people “.
In a company, the activities
marketing is one
very important activity. Therefore, companies can continue to create, maintain and spread demand for products that are produced regularly and
preplanned. The development of human needs is unlimited where the level of competition among the goals
the company is constantly changing. The increasing variety of products from various brands, production and product types have flooded the market.
Now a new century has arrived and become a question mark for business thinkers, whether he came to bring hope or a shadow of anxiety for life
the company. The process of environmental change occurs due to the revolution of science and technology. Each revolution brings about environmental changes that significantly lead to improvements in product innovation. A wide variety of goods became abundant and quickly worn out. Environmental change exerts influence and demands improvements in management, administration and systems
informations. Changes in the corporate environment are a reality that is faced as a giving force
the potential influence.
Analysis of strengths and weaknesses is done in order to analyze opportunities and threats and determine the consistency of company marketing. Companies must be able to analyze environmental changes.
“Macroenvironment is :demographic environment, technological environment as well as cultural environment.
Microenvironment such as: company, customer, competitor and public, then the company's products will occupy various problems and growth opportunities that arise.”
Because of the importance of marketing wisdom today in dealing with changes in the corporate environment that also affect the competitive situation
1.1 Formulation of the ProblemAt its very nature a company does not
regardless of the problem that is a challenge in trying to achieve the company's goals. Given the breadth of the scope of research, the authors only limit it to marketing wisdom that focuses on marketing variables PT. Berdikari Sinar Mandiri in particular product wisdom and price wisdom.
Based on the reason for the selection of the title can be formulated the problem that is “How marketing in reaching the potential market“.
1.3. Research Use
This research is expected to provide the following benefits:
1. Adding research insight into the relationship between the application of marketing consistency with company development that can be associated with company activities.
2. To complement the campus literature, especially about marketing knowledge in knowledge for students.
3. The results of this study are expected to contribute thought to other companies that need information about the application of marketing communication management in company development.
1.4. Research Objectives
In general, the purpose of this research is to find out the extent of marketing wisdom that has been done by the company in reaching potential markets, whether the marketing wisdom has been done optimally.
The purpose of this research is :
1. To know wisdom
marketing established by PT. Berdikari Sinar Mandiri in marketing its products, especially product wisdom and price.
2. To find out the reason – reasons research target market and potential market.
1.5 Systematics Discussion
Broadly speaking the thesis
divided into five chapters, in five chapters it is divided into several sub-chapters according to the importance of this thesis. The systematic discussion in this thesis is detailed as follows :
Chapter I: Introduction contains the background of title selection, problem formulation, research uses, research methods, and discussion systematics.
Chapter II: Description
theoretical understanding of marketing and potential markets, marketing functions, and marketing wisdom measures such as product policy, pricing, promotion, and distribution, and market segmentation and target market selection, and
effectiveness of marketing strategies in
reaching the potential market.
Chapter III: Methods
Research that discusses the time and location of the study, the source of research data and analytical tools used in this study.
Chapter IV: Analysis and Assessment. In this chapter the author analyzes and evaluates marketing wisdom, potential markets, sales volume growth, and marketing barriers.
Chapter V: It is
the final chapter is a conclusion and a suggestion. In this chapter the author concludes what has been described in the previous chapters as well as the author's advice
it may be beneficial for companies and the development of applied science in general.
CHAPTER OF THE THEORY
2.1 Marketing is one of the most difficult fields to analyze
in making decisions for a company. This is because marketing concerns all aspects of human life every day. Within
marketing also has things
is not quantitative as well as other fields in the company, such as production, finance, and
miscellaneous. But psychological factors such as taste and income quality, are very influential in the field of marketing.
In line with the development of the world
industry and the development of marketing techniques, the manufacturer is faced with the problems of how and how the best techniques in marketing
its production. It is like the return of money
divested to the company and bring the profits of the company's life so as to maintain the survival of the company.
From the above problems comes the term marketing. The definition of marketing continues
evolving and changing with the times. Marketing is
a business function that identifies current unmet wants and needs and measures how much of the target market is best served and determines the appropriate service products and programs to serve that market. Marketing plays a role
as a liaison between the needs of the community with the pattern of answers to the industry concerned.
Phillip Kotler (2017, Hal.5) states: “Marketing is the social process by which individuals with
the group gets what they
need and want by creating and exchanging products and values with other individuals and groups“.
According to Alex S. Nitisemito (2018, Hal.5) states: “ Marketing is all activities aimed at smoothing the flow of goods or services from manufacturer to consumer all efficiency with the intention of creating effective demand “.
From the above understanding it is stated that
all activities aimed at moving
goods or services from producer to consumer is a marketing activity.
According to Phillip Kotler (2017, Hal.5) states :
“Marketing is the actions of human beings
geared to satisfy needs and desires through the exchange process“. From the definition Kotler put forward, there are 4 (four) elements of the tree
Needs and desires
human beings are actually the starting point of marketing efforts, the,
because the needs and desires of humans basically always want to be fulfilled.
Everything that is capable of meeting human needs is called a product. Products that can meet human needs, including; objects
physical, services, people, places, organizations and ideas.
Marketing occurs when people decide to make ends meet through exchange which is the act of acquiring a desired thing by offering something in return
A market is a set of buyers and sellers of a particular product that are interconnected in exchange
swop.
According to William J. Stanton (2021, Hall.7)
marketing is defined as follows: “ Marketing is a system of the outreach of business activities aimed at planning, pricing, promoting
and distribute goods and services that can satisfy needs, both to existing buyers and buyers
the potential “.
According to Phillip Kotler (2017, Hal.5) “ Marketing is as a
social process and through that process
individuals and groups get what they need and want by creating and maintaining products and services
value with other individuals and groups “.
According to Douglas W. Foster (2017, Paul. 8) “ Marketing is
management functions that organize and formulate
all activities of the company which include the assessment and conversion of consumer purchasing power into an effective demand for a good or service to the consumer or the last user so that
company can achieve profit or other set goals “.
Definition According to Kotler (2017, Hal.30 ) states : “ Marketing is a human activity directed to efforts that satisfy desires and needs through psoses exchange“.
Understanding Potential Markets
According to Phillip Kotler (2019, Hal. 341)
Potential Market is “ A group of consumers who show a certain level of interest in a particular market offering “
Risk is all related action
by reducing losses in marketing
goods, such as lost and fire, unstable prices. This risk can be prevented by mastering a good storage facility, assume it and minimize or regulate the amount of inventory.
c. Market Information
Market information is the action related to the collection and encapsulation of information that can facilitate organizational communication. Such information may include data and facts that are considered to affect the products available. Like what will be sold and the price that is willing to be paid.
d. Standardization
When goods and services move and transfer property rights, standardization requirements usually require including determining product quality and type products into certain standard groups
predetermined, such as: volume, weight, quality, and so on.
This implementation is also deisebut with grading with standardization, then sales can be done through samples or simply by providing an overview.
2.3 Steps – Steps Wisdom Marketing
Marketing is an effort that leads to
the direction and effort possessed by the company in order to provide satisfaction to consumers. Before the leader of the company sells its products, first must pay attention to the following steps :
1. Establish the group of buyers you want to reach or target buyers.
2. Estimate the amount of production in the future.
3. Compile a combination of marketing wisdom to achieve other goals.
The three factors above are factors that need to be considered and analyzed to provide conclusions and decisions that can be made
guideline. Therefore, in taking discretion, the company must pay attention to economic principles, because with
decisions based on economic principles are one of the goals of the marketing mix.
A good marketing wisdom starts from analyzing the opportunities and threats of the marketing environment, so that the company has
a strong foundation in achieving company goals. Companies that can enjoy profits are companies that have advantages or advantages from other companies such as having quality products so that they can dominate the market
potentials. To master the potential market must pay attention to marketing wisdom
the company.
According to Swastha and Sukoco (2021, p.
193 ) states : “Marketing is a combination of four variable-variable or activities that
is the core of the marketing system namely: products, price structure, promotional activities and distribution system“.
To simplify the definition above, E. Jerome McCharty (2017, p. 96) states that
: “There are four marketing classifications
namely : product, price, place, promotion (4P )”.
2.4 Product Wisdom Product wisdom is very instrumental in determining the success or failure of a company in marketing its products, so planning the product requires decisions about shape, size, color, quality, fashion and so on.
Basu Swastha and Ibn Sukoco ( 2018, p.94 ) state : “Products are a complex gesture both palpable
nor can it be palpable including wrap, color, price, company prestige and retailer service
accepted companies and retailers
by buyer to satisfy his wants or needs”.
Before the product is made, the company must
making decisions about the product
to enable the company to determine the products to be marketed which include :
¨ Packaging
Packaging is a common activity in item planning that involves design
and the making of wrappers in an item. The purpose of the packaging is :
The purpose of the seller is to provide guarantees because the seller is responsible to the buyer about what they sell. The purpose of the guarantee policy is :
Services provided to provide convenience and satisfaction to buyers in obtaining products that
desired. To gain the wisdom of a good product needs to be learned
product life cycle with the following stages :
At the product introduction stage it can provide
satisfaction to the market and consumers then sales increased, buyers who first tried now buy back, in addition to new buyers sprung up. Thus begins the product undergoes a growth stage marked by :
If the company does not make improvements to its products, then the sales volume achieved tends to remain,
it will eventually decline. The previous stages and is a challenging stage for the company. Stage
this maturity is divided into 3 stages :