Analisis Strategi Distribusi (Studi Pada Distributor PT. Unilever Indonesia, Tbk Area Kota Batu)

Hernanta, Reza Fahrizi (2018) Analisis Strategi Distribusi (Studi Pada Distributor PT. Unilever Indonesia, Tbk Area Kota Batu). Sarjana thesis, Universitas Brawijaya.

Abstract

Dunia perekonomian secara global saat ini mengalami perkembangan serta peningkatan jumlah bisnis dengan sangat pesat dan menyebabkan persaingan didalam dunia bisnis semakin ketat. Menciptakan keunggulan kompetitif merupakan salah satu langkah yang dapat diambil oleh perusahaan. Mengidentifikasi dan membagi pasar ke dalam segmen yang berbeda-beda harus dilakukan karena adanya kebutuhan dan keinginan masyarakat yang beragam. Setelah mengidentifikasi segmentasi pasar, langkah berikutnya adalah memutuskan segmentasi mana yang akan memberikan peluang lebih besar dan segmen tersebut akan menjadi target pasar perusahaan. Kemudian perusahaan harus memposisikan diri kedalam segmen yang dituju untuk menciptakan citra merek yang berbeda dan unggul dibandingkan dengan pesaing. Perusahaan dapat menciptakan keunggulan kompetitif melalui proses distribusi yang dilakukan. Secara garis besar terdapat enam macam strategi distribusi yang dapat digunakan yaitu Strategi struktur saluran distribusi, strategi cakupan distribusi, strategi saluran distribusi berganda, strategi modifikasi saluran distribusi, strategi pengendalian saluran distribusi, strategi manajemen konflik dalam saluran distribusi. PT. Unilever Indonesia, Tbk melakukan kerja sama dengan CV. Aryanta Prima Distrindo Perkasa untuk mendirikan distributor PT. Unilever Indonesia, Tbk area Kota Batu pada tahun 2014.

English Abstract

The world global economy is now experiencing growth with an increasing the number of businesses very rapidly and causing competition in the business world more stringent. Creating competitive advantage is one step that companies can take. Identifying and dividing the market into different segments should be done because of the diverse needs and demands of the people. After identifying market segmentation, the next step is to decide which segmentation will provide greater opportunities and that segment will be the target market of the company. Then the company must position itself into the intended segment to create a different and superior brand image compared to competitors. Companies can create competitive advantage through distribution process. On the outline there are six kinds of distribution strategies that can be used such as the distribution channel structure Strategy, distribution coverage strategy, multiple distribution channel strategy, distribution channel modification strategy, distribution channel control strategy, conflict management strategy in distribution channel. PT. Unilever Indonesia, Tbk cooperates with CV. Aryanta Prima Distrindo Perkasa to establish distributor of PT. Unilever Indonesia, Tbk Batu City area in 2014.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2018/112/051803570
Uncontrolled Keywords: Strategi Distribusi, Strategi struktur saluran distribusi, Strategi Cakupan Distribusi, Strategi Saluran Distribusi Berganda, Strategi Pengendalian Saluran Distribusi, Strategi Manajemen Konflik dalam Saluran Distribusi.
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.4 Executive management > 658.401 Planning, policy making, control, quality management > 658.401 2 Planning and policy making
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Yusuf Dwi N.
Date Deposited: 17 May 2018 07:10
Last Modified: 02 Nov 2021 04:09
URI: http://repository.ub.ac.id/id/eprint/10653
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