Strategic Marketing Plan For Man-Made Fibers And Filaments PT Indocortex Binaputra Perkasa 2020-2023

Ismail, Norman Rudolf (2020) Strategic Marketing Plan For Man-Made Fibers And Filaments PT Indocortex Binaputra Perkasa 2020-2023. Masters thesis, PPM Manajemen.

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Abstract

Since 2016 the marketing performance of PT Indocortex Binaputra Perkasa (IBP) has been fluctuated and not consistently performed for contributing to the revenue. For the last four years, IBP has managed four product brands in the portfolios that each of those serves in the different market segment in synthetic textile market. However, only two product brands – OBA and ONE that have contributed to company’s sales revenue as much as 77% and 23% respectively. To improve marketing performance by generating marketing strategic plan for each product brand for the upcoming year of 2023, company studied the external situations including attractiveness of each market segment as well as customer decision-making process. Moreover, company evaluated the internal situation including competitive position and customer value map. Having assessed both external and internal situations, company then determined strategic marketing plan using GE-McKinsey Product Portfolios Matrix.

Item Type:	Thesis (Masters)
Subjects:	B Marketing > B Marketing B Marketing > BF Strategic marketing
Divisions:	Program Studi Megister > Manajemen Eksekutif Muda
Depositing User:	Tia TIA Aryani
Date Deposited:	02 May 2023 07:44
Last Modified:	02 May 2023 07:44
URI:	http://repo.ppm-manajemen.ac.id/id/eprint/2657

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