Melyana, Lyna (2003) Peranan sistem informasi pemasaran pada perusahaan Kecap Laron Tuban dalam menunjang strategi pemasaran. Masters thesis, Widya Mandala Catholic University Surabaya.
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Abstract
The purpose of this research at "Laron" soya company in Tuban is to investigate its marketing information system and to support its marketing information strategies being implemented. One of the marketing strategies currently conducted by the company is employing salesmen to help distribute its products, supported by promotion for customers and distributors. The company is compelled to compete with competitors from other companies in Tuban as well as other big companies A good marketing information system well supports marketing efforts of companies that undertake it, as the information produced can assist them in selecting the appropriate marketing strategy. The problem is "To what extent is the role played by the marketing information system of the Laron soya company in relation to its decision to determine a marketing strategy?" The theories utilized by this study are concerned with marketing information strategies and marketing strategies. The matrix analysis of Marketing Mix, SWOT, Grand Strategy and evaluation in the form of strategy selection are employed to support the analysis. This research is descriptive in nature and employs qualitative data. The object of the research is the management of "Laron" soya company, its distributors and consumers. The instruments for data collection are documentation, interviews and questionnaires on the company management. The result of measurement and matrix analysis of Marketing Mix indicates that the position of "Laron" soya company is in the quadrant I, meaning that the company is still strong and potential. The matrix analysis using Grand Strategy places the company in quadrant II where there are seven alternative strategies. The result of an analysis on the seven alternative strategies indicates that currently there are only three strategies that can be implemented supported by marketing information strategy. Based on the result of the analysis and discussion, conclusion can be drawn that the marketing information strategy the company has employed can be improved by adding an input subsystem, that is marketing research subsystem and integrate the database from the Marketing Information System so that the needed information is available. From the new marketing information system, information supporting the three strategies, i.e. market development strategy, market penetration strategy, and product development strategies, will be available.
| Item Type: | Thesis (Masters) |
|---|---|
| Department: | ["eprint_fieldopt_department_Graduate School" not defined] |
| Uncontrolled Keywords: | Marketing information system, input subsystem, database, output subsystem |
| Subjects: | Business Business > Strategic Management |
| Divisions: | Graduate School > Master Program in Management |
| Depositing User: | Sri Kusuma Dewi |
| Date Deposited: | 01 Jun 2015 08:33 |
| Last Modified: | 01 Jun 2015 08:33 |
| URI: | http://repository.ukwms.ac.id/id/eprint/2278 |
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