segmentasi targeting pemasaran.pdf
TRANSCRIPT
DAFTAR ISI
MOTTOTANDA PERSETUJUAN SKRIPSI TANDA PENGESAHANPERNYATAAN ORISINALITAS SKRIPSI
Halaman
RINGKASAN ....................................................................................................... vii SUMMARY ......................................................................................................... viii KATA PENGANTAR ........................................................................................... ix DAFTAR ISI .......................................................................................................... xi DAFTAR TABEL ................................................................................................ xiv DAFTAR GAMBAR .............................................................................................xv DAFTAR LAMPIRAN ....................................................................................... xvii
BAB I PENDAHULUAN
A. Latar Belakang ....................................................................................1B. Perumusan Masalah ............................................................................4C. Tujuan Penelitian ................................................................................4D. Kontribusi Penelitian ..........................................................................4E. Sistematika Pembahasan .....................................................................5
BAB II KAJIAN PUSTAKA
A. Strategi Pemasaran..............................................................................71. Pengertian Strategi Pemasaran ....................................................72. Elemen-elemen Strategi Pemasaran ............................................83. Faktor-faktor Strategi Pemasaran ................................................8
B. Segmenting ..........................................................................................91. Pengertian Segmenting.................................................................92. Tujuan Segmenting ....................................................................103. Prosedur Segmenting .................................................................114. Pendekatan-pendekatan Segmenting..........................................12
a. Segmentasi Geografis ..........................................................12b. Segmentasi Demografis .......................................................12c. Segmentasi Psikografis........................................................15d. Segmentasi Perilaku ............................................................16
5. Kriteria Segmenting yang Efektif ..............................................176. Pilihan-pilihan Segmenting ........................................................18
C. Targeting...........................................................................................191. Pengertian Targeting .................................................................192. Kriteria-kriteria Targeting .........................................................203. Strategi Cakupan Pasar ..............................................................214. Mata Rantai Konsumsi AIDA ...................................................225. Pasar Jangka Pendek-Pasar Masa Depan dan Pasar Primer-Pasar
Sekunder ....................................................................................23
6. Faktor-faktor yang Mempengaruhi Targeting ...........................247. Pola-pola Targeting ...................................................................25
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D. Positioning ........................................................................................271. Pengertian Positioning ...............................................................272. Kriteria-kriteria Positioning.......................................................273. Dimensi-dimensi Mendiferensiasi Tawaran Pasar ....................284. Alternatif Strategi Positioning ...................................................305. Kesalahan Utama dalam Positioning .........................................31
E. Keunggulan Kompetitif ....................................................................321. Pengertian Keunggulan Kompetitif ...........................................322. Sumber Keunggulan Kompetitif ................................................343. Persaingan ..................................................................................354. Menciptakan Keunggulan Kompetitif .......................................375. Mempertahankan Keunggulan Kompetitif ................................37
F. Hubungan Segmenting, Targeting dan Positioning (STP) denganKeunggulan Kompetitif ....................................................................38
BAB III METODE PENELITIAN
A. Jenis Penelitian .................................................................................40B. Fokus Penelitian................................................................................40C. Pemilihan Lokasi Penelitian .............................................................41D. Sumber Data .....................................................................................41E. Metode Pengumpulan Data...............................................................42F. Instrumen Penelitian .........................................................................43G. Metode Analisis Data........................................................................43
BAB IV HASIL DAN PEMBAHASAN
A. Lingkungan Internal Perusahaan ......................................................461. Profil Perusahaan ......................................................................462. Sejarah Perusahaan ...................................................................473. Visi dan Misi Perusahaan ..........................................................504. Struktur Organisasi Perusahaan ................................................505. Lokasi Industri Perusahaan ........................................................576. Personalia Perusahaan ...............................................................587. Produksi Perusahaan ..................................................................608. Pemasaran Perusahaan ...............................................................63
B. Lingkungan Eksternal Perusahaan ....................................................661. Keadaan Ekonomi......................................................................662. Demografi ..................................................................................683. Sosial..........................................................................................694. Pemasok .....................................................................................705. Teknologi ...................................................................................716. Persaingan .................................................................................71
C. Interpretasi dan Analisis Data ...........................................................741. Penetapan Segmenting, Targeting dan Positioning (STP).........74
a. Segmenting..........................................................................74b. Targeting ............................................................................75c. Positioning ..........................................................................79
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2. Analisis Keunggulan Kompetitif ...............................................80a. Sumber keunggulan kompetitif perusahaan .......................80
1) Kualitas ........................................................................802) Lokasi ...........................................................................813) Inovasi ..........................................................................824) Harga ............................................................................825) Merek dan reputasi .......................................................836) Variasi produk ..............................................................847) Respon terhadap pelanggan .........................................92
b. Dasar keunggulan kompetitif perusahaan...........................921) Keunggulan kompetitif dari segi biaya (harga)............932) Keunggulan kompetitif dari segi diferensiasi ..............963) Keunggulan kompetitif dari segi fokus daerah pemasaran.....................................................................99
BAB V PENUTUP
A. Kesimpulan .....................................................................................102B. Saran ...............................................................................................103
DAFTAR PUSTAKA ..........................................................................................104
DAFTAR TABEL
No.
Judul
Hal.
1
Variabel-variabel Diferensiasi
28
2
Kurs Uang Kertas Asing Update Terakhir 5 Juli 2007
67
3 Jumlah Penduduk Menurut Kelompok Umur (Population by Age
Group)
69
4
Daftar Persaingan Perusahaan Furniture Tahun 2006
72
5
Keunggulan Kompetitif dari Segi Biaya (Harga)
93
6
Keunggulan Kompetitif dari Segi Diferensiasi
96
7
Keunggulan Kompetitif dari Segi Fokus Daerah Pemasaran
99
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DAFTAR GAMBAR
No.
Judul
Hal.
1
Tahapan dalam Segmentasi, Penargetan, dan Positioning Pasar
10
2
Tindakan Konsumen dalam Mata Rantai Konsumsi
22
3
Lima Pola Pemilihan Pasar Sasaran
27
4
Strategi Generik Porter
33
5
Bagan Struktur Organisasi PT. Gatra Mapan
51
6 Bagan Struktur Organisasi PT. Gatra Mapan dan Garis
Koordinasi Staf R&D (Research and Development)
52
7 Bagan Struktur Organisasi PT. Gatra Mapan dan Garis
Koordinasi Staf PPIC (Product Planning Inventory Control)
53
8 Bagan Struktur Organisasi PT. Gatra Mapan dan Garis
Koordinasi Staf Enginering
54
9 Bagan Struktur Organisasi PT. Gatra Mapan dan Garis
Koordinasi QA (Quality Assurance)
55
10 Bagan Struktur Organisasi PT. Gatra Mapan dan Garis
Koordinasi Staf Purchasing
56
11
Pabrik Utama PT. Gatra Mapan
57
12
Pabrik Pendukung PT. Gatra Mapan
58
13
Pabrik Satelit PT. Gatra Mapan
58
14 Grafik Kurs Mata Uang Dollar US terhadap Mata Uang Rupiah 1
Januari 2007 – 5 Juli 2007
67
15
Market-Share Industri Furniture Tahun 2006
73
16
Conventional TV
84
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17
Plasma TV
85
18
Canary
86
19
Ebony
86
20
Fren
87
21
Milan Series
87
22
Milano
88
23
Ovale Series
89
24
Rainbow Series
89
25
Ritha Series
90
26
Vegas Series
90
27
Wall Unit
91
28
Workstation
91
DAFTAR LAMPIRAN
No.
Judul
Hal.
1
Pedoman Wawancara
107
2
Pedoman Pendokumentasian
108
3
Website PT. Gatra Mapan
109
4
Penghargaan yang Diperoleh PT. Gatra Mapan
122
5
Daftar Riwayat Hidup
123
6
Surat Keterangan Penelitian Skripsi
125
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