Analysis of PT Golden Muliono Pratama in customer acquisition and customer retention

Muliono, Lewis (2018) Analysis of PT Golden Muliono Pratama in customer acquisition and customer retention. Bachelor thesis, Universitas Pelita harapan.

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Abstract

Indonesia is a country rich in natural resources and this helps in the progression of Indonesia's industrial sector. Industrial sector has provided a huge contribution of Indonesia's total GDP and has been steadily growing each year. PT. Golden Muliono Pratama is a company operating in the industrial sector and with the expansion of industrial sector, PT. Golden Muliono Pratama would like to capitalize on the growth. PT. Golden Muliono has been in the industry for a few of decades and would like to advance the maketing effort further in order to capitalize the growth. This paper is the outcome of internship period conducted in PT. Golden Muliono Pratama from August 8th, 2017 to December 14th, 2017. This paper would like to analyze the marketing mix of PT. Golden Muliono Pratama to first understand the business as a whole. After that, this paper would like to understand how PT. Golden Muliono Pratama acquires new customers despite not having dedicated sales to constantly bring in new customers. Lastly, this paper would like to analyze how the aftersales effort PT. Golden Muliono Pratarna uses affect the customer's satisfaction for customer retention. This paper evaluated the marketing mix through the use of IFE matrix with the score decently high at 2.965 and EFE matrix with the score in moderation at 2.2. Further evaluation of the customer acquisition, PT Golden Muliono Pratama mainly use the recommendation of past user and contractor while being backed up by the company website and freelance salesperson. PT. Golden Muliono Pratama aftersales service promote customer satisfaction and help maintaining customers retention while being a good source of revenue source. By the end of this paper, it can be concluded PT. Golden Muliono Pratama lack in marketing effort and should improve in areas such as salesperson and website overhaul.

Item Type:	Thesis (Bachelor)
Creators:	Creators NIM Email Muliono, Lewis NIM00000009926 UNSPECIFIED
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Berlianto, Margaretha Pink NIDN0327037904 margaretha.berlianto@uph.edu
Additional Information:	SK 11-14 MUL a ; 31001000075672
Uncontrolled Keywords:	business to business; marketing mix; organizational buying behavior; customer acquisition; customer retention.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User:	Mrs Veronica Fitri Astuti
Date Deposited:	03 May 2021 07:06
Last Modified:	01 Dec 2023 05:37
URI:	http://repository.uph.edu/id/eprint/22303

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