Strategi PT. Deux Essential (Calais) dalam membentuk citra perusahaan = PT. Deux Essential (Calais)'s strategy in building corporate image

Cindy, Cindy (2013) Strategi PT. Deux Essential (Calais) dalam membentuk citra perusahaan = PT. Deux Essential (Calais)'s strategy in building corporate image. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Di zaman globalisasi, gaya hidup masyarakat mulai berubah. Kesadaran untuk hidup sehat meningkat dan juga gaya hidup yang ingin serba praktis. Adapun PT. Deux Essential (Calais) menawarkan produk baru, bubble tea, yang merupakan produk yang instan dan sehat karena takaran gula yang dapat diatur. Namun harus disadari bahwa bubble tea merupakan produk yang berasal dari luar dan persaingan pun semakin ketat terjadi. Oleh karena itu PT. Deux Essential (Calais) harus membentuk citra perusahaannya agar dapat bersaing dan dibedakan dengan kompetitornya. Penulis menggunakan metode penelitian deskriptif kualitatif. Teknik pengumpulan data terbagi menjadi dua, yaitu data primer dan data sekunder. Data primer berasal dari wawancara mendalam dan observasi non-partisipan, sedangkan data sekunder berasal dari studi kepustakaan dan dokumentasi. Menurut Centre, Cutlip, dan Broom (2006), ada 4 tahap yang dilakukan oleh PT. Deux Essential (Calais) dalam mencapai sebuah citra yang positif, yaitu defining the problem or opportunity, planning and programming, taking action and communication, evaluating the program. Penulis menggunakan konsep The Corporate Image Jigsaw dari Shirley (2000) yang terbagi menjadi empat indikator, yaitu personality, reputation, values, dan corporate identity. Penulis menyarankan untuk PT. Deux Essential lebih banyak membuka outlet di Jakarta supaya orang dapat lebih mudah membeli produknya dan kegiatan pencitraan pun dapat dilakukan di saat bersamaan. / In globalization era, people’s lifestyle has changed. It showed by the increasing awareness to healthy living and the demands of instant-result lifestyle. PT. Deux Essential answers with new product the bubble tea, an instant and healthy product because of their customizable sugar capacity. The challenges are: bubble tea products are not local and the competition amongst bubble tea retail companies is getting bolder. This condition has pushed PT. Deux Essential builds a certain corporate image that could able them to compete and be differed with competitors. The author is using the qualitative approach with descriptive method. The data method consists of primary and secondary data. The primary data is collected from in-depth interviews and non-participatory observations; the secondary data is collected from literature studies and documentation. According to Centre, Cutlip, and Broom (2006), there are 4 stages that PT. Deux Essentials had done to achieve a positive image, which are defining the problem or opportunity, planning and programming, taking action and communication, evaluating the program. The author used The Corporate Image Jigsaw concept by Shirley (2000), containing four indicators. Those are: personality, reputation, values, and corporate identity. The author suggests PT. Deux Essential establishes more outlets in Jakarta so people can easily buy the products and the image making can be done in the same time.

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