Ristya, Rizkynami (2021) Implementation Of Marketing Strategy Merah Putih cement In Pt. Cemindo Gemilang In Dumai City. Undergraduate thesis, Politeknik Negeri Bengkalis.
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Abstract
In carrying out property and infrastructure development carried out by the government and the private sector, of course, building construction materials will be used. One of the important ingredients needed to build property and infrastructure is cement. Domestic cement demand growth is also supported by property growth and infrastructure development programs that the government will continue to promote in the next few years. This large cement demand will open up business opportunities to meet cement demand in Indonesia. PT. Cemindo Gemilang is a cement manufacturing company that was founded in 2011 and is the holder of the Red and White Cement brand which was launched in 2016. Many new competitors have emerged and making competitors in the market more competitive makes researchers want to see how the strategies used by PT. Cemindo Gemilang in the city of Dumai, the obstacles were faced and provide solutions to the problems.This research uses a qualitative research method with a descriptive approach. This method is used to describe the actual strategy of segmentation, targeting, and positioning of PT. Cemindo Gemilang. This research uses data teaching techniques by conducting interviews and documentation. The conclusion from this research is that the segmentation used is geographical segmentation and segmentation of behavior. Because there is labeling in the mindset of Indonesian society as well as lack of knowledge about the product is one of the obstacles in existing marketing.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Uncontrolled Keywords: | Marketing Strategy, Segmentation, Targeting, Positioning. | ||||||||
| Subjects: | 550 ILMU EKONOMI > 570 ILMU MANAJEMEN > 574 Pemasaran | ||||||||
| Divisions: | Jurusan Administrasi Bisnis > Sarjana Terapan Administrasi Bisnis Internasional > TUGAS AKHIR | ||||||||
| Depositing User: | Editor Perpustakaan | ||||||||
| Date Deposited: | 23 Feb 2021 15:48 | ||||||||
| Last Modified: | 28 Feb 2021 00:15 | ||||||||
| URI: | http://eprints.polbeng.ac.id/id/eprint/30 |
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