Strategi pemasaran PT. Mitraniaga Bumiandalas dalam memasarkan longines swiss watches di Indonesia

Setiawan, David (2002) Strategi pemasaran PT. Mitraniaga Bumiandalas dalam memasarkan longines swiss watches di Indonesia. Masters thesis, Universitas Pelita Harapan.

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Abstract

Krisis ekonomi yang panjang menghambat perkembangan bisnis di Indonesia. Hal ini menyebabkan bangkrutnya beberapa perusahaan jam tangan mewah di Indonesia sejak tahun 1997. Penelitian dilakukan pada sebuah perusahaan jam tangan mewah. Jenis data yang digunakan di dalam penelitian ini menggunakan data sekunder, yaitu data perkembangan perusahaan jam tangan tersebut sejak bulan Nopember 2000 hingga 31 Desember 2001. Pengumpulan data dilakukan dengan cara melakukan studi pada buku kepustakaan, majalah Longines, katalog Longines, dan sumber - sumber tertulis lainnya serta pengalaman langsung dan wawancara pada beberapa pihak terkait. Dalam penelitian ini akan digunakan interpretasi data historis yang diperoleh dalam kurun waktu pengamatan hingga diperoleh gambaran yang jelas tentang obyek yang diteliti, serta untuk menambah pengetahuan atas masalah yang banyak dihadapi oleh perusahaan jam tangan Longines tersebut, serta memilih strategi pemasaran yang optimal. Strategi pemasaran yang optimal akan dipilih berdasarkan segmentasi (segmentting), target pelanggan (targetting), dan positioning dengan memperhatikan bauran pemasaran (marketing mix). Segmentasi (segmentting) dilakukan berdasarkan usia, jenis kelamin dan tingkat ekonomi pelanggan. Target pelanggan (targetting) Longines adalah wanita muda usia 30 tahunan dengan tingkat ekonomi atas. Positioningnya pada kriteria elegance dari jam tangan mewah Longines tersebut untuk menjangkau target pelanggan yang lebih muda yang berbeda dari sebelumnya. / The long economic crisis hampered business development in Indonesia. This has led to the bankruptcy of several luxury watch companies in Indonesia since 1997. The research was conducted on a luxury watch company. The type of data used in this study uses secondary data, namely the development data of the watch company from November 2000 to December 31, 2001.Data collection is done by conducting studies on library books, Longines magazine, Longines catalog, and written sources. others as well as direct experience and interviews with several related parties. In this study, the interpretation of historical data obtained within the period of observation will be used to obtain a clear picture of the object under study, as well as to increase knowledge of the problems faced by the Longines watch company, and to choose the optimal marketing strategy. The optimal marketing strategy will be selected based on segmentation (segmentting), target customers (targetting), and positioning with due regard to the marketing mix (marketing mix). Segmentation (segmentting) is carried out based on age, gender and economic level of customers. Longines' target customers are young women in their 30s with upper economic levels. Positioning on the criteria of elegance of the Longines luxury watch is to reach a younger target customer who is different from before

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