Daftar Isi: Pengembangan Value Proposition dalam Pembentukan Strategi Pemasaran (Studi kasus pada PT. Suryaraya Nusatama Surabaya)

Daftar Isi:

This study aims to determine the value proposition (value proposition) built and offered by PT. Suryaraya Nusatama Surabaya, know the consumer perception about the value proposition on the products produced by PT. Suryaraya Nusatama Surabaya and know the development of value proposition in the formation of marketing strategy. The type of this research is descriptive with qualitative approach. This research uses Alexander Osterwalder and Yves Pigneur method for value proposition data, and Kotler's method in Kasali for marketing strategy data. The result of this research shows that, Ten element of value proposition at PT. Suryaraya Nusatama Surabaya is a new nature, performance, adjustment, completion of work, design, brand / status, price, risk reduction, ability to access, and comfort and usability. From consumer perception can be shown with only eight value proposition elements that are satisfied with consumer perception, that is new nature, performance, adjustment, finish work, design, price, risk reduction, and convenience / usability. The main value proposition of the company from the results of research is the element of adjustment, design and price. Determination of marketing strategy can be applied through segmentation strategy, targeting and Positioning.