Analisis Strategi Pemasaran Sabun Lux
| Main Authors: | , Rae Secioria, , Prof. Dr. Basu Swastha Dharmmesta, MBA |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2012
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/98813/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55044 |
Daftar Isi:
- Consumer goods industry with all its advantages, attracting the interest of many companies to jump in it. Speed to understand and meet consumers' desire to innovate is the key factor for consumer goods company. Soap is one type of consumer goods, so that with a population of more than 220 million people, Indonesia is a huge market for soap products. This encourages fierce competition among manufacturers competing for existing markets. Lux is beauty soap that has been present more than 75 years in Indonesia, currently the market leader in the beauty soap with having the largest market share of 39.6%. At this time could be said Lux products in the category of mature product. In these phases to maintain its market share against competitors, Lux defense strategy positions (defense position) by constantly improving and adapting to changing conditions and fix the flaws so that competitors do not attack the entrance to conduct marketing insight, continuous innovation and communication strategy of marketing. To find the fit marketing strategy to be applied by Lux, researchers tried to formulate corporate strategy using a matrix evaluation of internal and external factors, internal-external matrix and SWOT matrix as input for Lux to retain its position as market leader.