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Strategic Marketing Mustika Ratu Essay

4894 words - 20 pages

ANALISIS KASUS
MANAGEMENT COMPETITION 2013_HMJM FEB UNS

Disusun Oleh

Andaru Pranata (Ketua )
Gayuh Mukti A. ( Anggota )
Nanda Gemilang ( Anggota )

FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS SEBELAS MARET
2013

BAB I
PENDAHULUAN

1.1 Latar Belakang

Melihat kenyataan dunia bisnis yang terus berkembang, maka tuntutan akan produk pun semakin beragam dan terus-menerus berkembang sesuai dengan perubahan zaman. Di dalam hidupnya manusia tidak bias lepas dari berbagai kebutuhan dasar sampai tingkat kebutuhan yang lebih tinggi. Salah satu kebutuhan konsumen adalah tampil lebih prima sehat dan segar, kebutuhan ini bisa dipenuhi dengan mengkonsumsi minuman ready ...view middle of the document...

* Beras Kencur : 
Terbuat dari kencur, tepung beras, asam jawa & gula kelapa untuk Mengatasi 
capai (pegal-pegal dan linu) yang diakibatkan oleh aktifitas sehari – hari.
* Kunir Asam : 
Terbuat dari kunyit, asam jawa, jahe, kayu manis& gula kelapa untuk Membantu memperbaiki sirkulasi darah dan melancarkan datang bulan serta mengatasi keluhan- keluhannya

Dalam usahanya untuk memenangkan persainagan, perusahaan harus mempunyai strategi pemasaran untuk produknya. Diantara sekian banyak strategi pemasaran, perusahaan dihadapkan pada keputusan membuat dan menjaga loyalitas konsumen serta pertumbuhan bisnisnya.
PT. Mustika Ratu.Tbk selalu berusaha untuk mempertahankan dan meningkatkan pasarnya, untuk itu diperlukan suatu image atau persepsi yang baik terhadap produk dan perusahaan. Image produk tersebut antara lain harus dapat memenuhi kebutuhan dan keinginan konsumen dalam hal mutu atau kualitas produk.
Dan melihat dari fenomena yang berkembang tersebut diharapkan PT.Mustika ratu dapat mempertahankan existensinya dan dapat mengempur pasar dengan produk andalannya dan unggulanya tersebut, Untuk mendapatkan hasil yang diharapkan tersebut, dibutuhkan dan ditetapkan suatu strategi pemasaran yang terbaik, terinovativ serta terintegrasi, maka PT.Mustika Ratu,Tbk perlu mengamati lingkungan internal dan lingkungan eksternal. Dengan demikian perusahaan dapat melihat apa yang menjadi tolak ukur pembelian dan loyalitas konsumen terhadap produk Ready To Drink tersebut. sehingga perusahaan perlu mengidentifikasi faktor-faktor yang terdapat pada perilaku konsumen dalam memilih produk minuman sehingga dapat diterapkan suatu strategi pemasaran yang tepat serta melakukan upaya peningkatan daya saing produk minuman

1.2 Identifikasi Masalah

permasalahan yang dapat disimpulkan dari kasus ini adalah hal-hal yang berhubungan dengan strategi pemasaran PT. Mustika Ratu.Tbk dengan produk Ready To Drink andalanya Beras kencur, Gula asam serta Kunir asam , yaitu :

* Bagaimana pandangan dan strategi PT.Mustika Ratu,Tbk terhadap persaingan yang terjadi
* Apakah strategi PT.Mustika Ratu.Tbk untuk dapat menciptkan nilai kompetitif bisnis dan loyalitas konsumen terhadap produk (RTD) tersebut

1.3 Tujuan
Adapun tujuan dari penulisan ini adalah :
* Mencari dan mengetahui strategi apa yang dapat PT.Mustika Ratu terapkan sehingga dapat memenangkan persaingan di pasar diantara competitor
* Mencari dan mengetahui nilai kompetitif bisnis serta menumbuhkan dan mempertahankan loyalitas konsumen terhadap produk Ratumas lulur kocok

BAB II
KAJIAN PUSTAKA

2.1 Tinjauan teori-teori

2.1.1 Daya saing
Daya saing sering diidentikkan dengan produktifitas (tingkat output yang dihasilkan untuk setiap unit input yang digunakan). Peningkatan produktifitas meliputi, peningkatan jumlah input fisik (modal dan tenaga kerja), peningkatan kualitas input yang digunakan, dan peningkatan teknologi (total faktor produktifitas). Menurut Michael E....

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