Rinawiyanti, Esti Dwi and Meitha, Rosita and Prananta, Dany (2014) Kajian Perancangan Manajemen Bisnis Stratejik pada Usaha Shuttlecock di Surabaya. Indonesia Journal of Industrial Engineering (INJIE), 4 (1). pp. 54-61. ISSN 2087-5118
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Abstract
Companies need to plan the right strategy to enter new market, so they will have competitive advantage and be able to compete with competitors who have been already in the market. This research was conducted at shuttlecock business with the purpose to study the design of strategic business management. The analysis based on interviews and sampling conducted on 100 respondents are: (1) Business strategy: market development; (2) Functional strategy: strategic marketing planning (situation analysis, competitor analysis, and SWOT analysis); (3) Operations strategy: marketing mix strategy of (a) product: to improve the product quality and add product information on the packaging; (b) price: to offer competition-based and psychological pricing; (c) place: to co-operate with badminton court and sports shops in Surabaya; (d) promotion: to be a sponsor at badminton event and to create regular game events within a certain time for the consumers of the products SAS . It is expected that by implementing strategic business management the company can improve its competitive advantage in entering new markets.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | strategic marketing planning, marketing mix, shuttlecock |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Engineering > Department of Industrial Engineering |
| Depositing User: | Eko Setiawan 194014 |
| Date Deposited: | 24 Oct 2014 02:03 |
| Last Modified: | 24 Oct 2014 02:03 |
| URI: | http://repository.ubaya.ac.id/id/eprint/21177 |
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