Analisis Strategi Bauran Pemasaran Internasional Produk Baju Busana Muslim (Studi pada PT. Vauza Tamma Abadi)

Passileva, Ralitza (2018) Analisis Strategi Bauran Pemasaran Internasional Produk Baju Busana Muslim (Studi pada PT. Vauza Tamma Abadi). Sarjana thesis, Universitas Brawijaya.

Abstract

Strategi pemasaran berperan untuk menjaga pertumbuhan bisnis jangka panjang. Jika suatu perusahaan dapat memasarkan produknya hingga kancah internasional, secara langsung perusahaan tersebut menyumbang devisa negara. Dalam memasuki pasar internasional, perusahaan harus memikirkan berbagai cara untuk memasuki suatu pasar tertentu. Perusahaan diharuskan merancang dan merencanakan sebuah strategi yang dapat menggambarkan jelas dan terarah mengenai apa yang dilakukan perusahaan dalam menggunakan setiap kesempatan pada suatu pasar. Produk busana muslim merupakan salah satu industri yang sedang menjamur di pasar internasional. Indonesia merupakan peringkat kelima sebagai negara pengekspor busana muslim di pasar dunia. Hal ini membuktikan bahwa Indonesia mempunyai peluang besar untuk menjadi produsen baju busana muslim dunia. Penelitian ini bertujuan untuk mengetahui dan menganalisis strategi bauran pemasaran internasional yang digunakan PT. Vauza Tamma Abadi, serta mengetahui pengembangan strategi pemasaran internasional pada PT. Vauza Tamma Abadi. Penelitian ini merupakan penelitian deskriptif dengan menggunakan pendekatan kualitatif. Penelitian ini dilakukan di PT. Vauza Tamma Abadi yang berlokasi di Malang, Jawa Timur. Teknik pengumpulan data dilakukan dengan cara observasi, wawancara, dan dokumentasi. Hasil penelitian menunjukkan bahwa PT. Vauza Tamma Abadi mengimplementasikan strategi bauran pemasaran dengan berbagai cara. Strategi produk yang mempertimbangkan faktor preferensi, biaya, hukum, dan peraturan, serta kompatibilitas. Strategi harga menggunakan metode penetapan harga penetrasi. Strategi distribusi menggunakan jasa pengiriman barang dalam mengirim produk ke negara tujuan. Strategi promosi menggunakan periklanan, personal selling, publisitas, serta promosi penjualan. Pengembangan strategi pemasaran internasional PT. Vauza Tamma Abadi masih mengalami beberapa hambatan yang berasal dari kuota produksi yang tidak besar, sumber daya yang tersedia tidak memadai, dan sistem manajemen perusahaan yang belum kuat. Hal ini membuktikan bahwa perusahaan perlu bekerjasama dengan pihak-pihak tertentu untuk mengembangkan strategi pemasaran internasionalnya.

English Abstract

Marketing strategy plays a role in maintaining long-term business growth. If a company is able to market its products to the international scene, the company directly contributes to the country's foreign exchange. When entering the international market, a company must come up with various ways to enter a particular market. Companies must design and plan a strategy that can clearly and firmly describe what the company does in using every opportunity in a market. Muslim clothing products is one industry that is currently experiencing a boom in the international market. Indonesia is ranked fifth as a Muslim clothing exporter in the global market. This proves that Indonesia has a vast opportunity to become a global producer of Muslim clothing products. This study aimed to identify and analyze the strategies of the international marketing mix used by PT. Vauza Tamma Abadi, as well as to know the development of international marketing strategy at PT. Vauza Tamma Abadi. The nature of this research was descriptive using a qualitative approach. The research was conducted at PT. Vauza Tamma Abadi, located in Malang, East Java. Data collection technique was done through observation, interviews, and documentation. The results of the research showed that PT. Vauza Tamma Abadi implements the marketing mix in many ways. Its product strategies take into consideration factors of preference, cost, laws and regulations, and compatibility. The pricing strategy uses the penetration pricing method. The distribution strategy uses a product delivery service in sending the product to the destination country. Its promotional strategies include advertising, personal selling, publicity, and sales promotion. The development of PT. Vauza Tamma Abadi’s international marketing strategy still experiences barriers, resulting from a production quota that is not large, inadequate available resources, and a management system that is not yet strong enough. This proves that the company needs to work with certain parties and stakeholders to expand their international marketing strategy.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2018/157/051803456
Uncontrolled Keywords: Bauran Pemasaran, Pemasaran Internasional, Busana Muslim
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: Yusuf Dwi N.
Date Deposited: 04 May 2018 03:12
Last Modified: 26 Oct 2021 05:46
URI: http://repository.ub.ac.id/id/eprint/10211
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