Laporan Studi Kelayakan Bisnis

PT. GALUH CITARUM

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S c i e n c e T e c h n o l o g y E n g i n e e r i n g A r t s M a t h e m a t i c s
Section Break
Science Technology Engineering Arts Mathematics

S T E A M E D U C AT I O N
Agenda Style
01 Aspek Pasar & Pemasaran

02 Aspek Teknis/Produksi

03 Aspek Manajemen & Hukum

04 Aspek Keuangan

05 Aspek Ekonomi, Sosial,

dan Lingkungan
Aspek
Pasar & Pemasaran
 Segmenting, Targeting, & Positioning

Segmentasi pasar adalah membagi pasar menjadi

beberapa kelompok pembeli yang berbeda. Untuk
melakukan segmentasi pasar ada beberapa variabel
utama yang dikemukakan oleh Philip Kotler, antara lain:
Segmentasi berdasarkan geografis.
Segmentasi berdasarkan demografis.
Segmentasi bedasarkan psikografis.
Segmentasi berdasarkan perilaku.
 Segmenting, Targeting, & Positioning

Variabel utama untuk melakukan segmentasi pasar

industrial adalah sebagai berikut:
Segmentasi berdasarkan demografis
Karakteristik pengoperasian.
Pendekatan pembeli.
Karakteristik personil industry.
Faktor situasional.
 Segmenting, Targeting, & Positioning

Kegiatan menetapkan pasar sasaran yaitu:

Evaluasi segmen pasar.
Memilih segmen.
 Segmenting, Targeting, & Positioning

Strategi penentuan posisi pasar terdiri dari:

Atas dasar atribut.
Kesempatan penggunaan.
Menurut kelas pengguna.
Langsung menghadapi pesaing.
Kelas produk.
 Marketing Mix (Product)

Strategi Produk Pihak PT.Galuh Citarum (Galuh

Mas) terlebih dahulu mendefenisikan, memilih,
dan mendesain suatu produk disesuaikan dengan
kebutuhan dan keinginan konsumen yang akan
dilayaninya, agar investasi yang ditanam dapat
berhasil dengan baik.
Marketing Mix (Product)
Marketing Mix (Product)
 Marketing Mix (Product)

Factor-faktor yang mempengaruhi kesempatan

atau peluang bagi produk baru adalah:
Perubahan ekonomi
Perubahan sosial dan Budaya
Perubahan teknologi
Perubahan politik, dan
Perubahan lainnya.
 Marketing Mix (Product)

Strategi yang dilakukan oleh perusahaan dalam

mengembangkan suatu produk adalah:
Penentuan logo dan moto
Menciptakan merek
Menciptakan kemasan
Keputusan Label.
 Marketing Mix (Price)

Langkah-langkah penetapan harga di Kawasan

PT.Galuh Citarum (Galuh Mas) adalah:
Menentukan tujuan penetapan harga
Memperkirakan permintaan, biaya dan laba
Memilih strategi harga untuk membantu
menentukan harga dasar.
Menyesuaikan harga dasar dengan taktik
penetapan harga.
 Marketing Mix (Place)

Dekat dengan kawasan industry

Dekat dengan lokasi perkantoran
Dekat dengan lokasi pasar
Dekat dengan pusat pemerintahan
Dekat dengan lokasi perumahan atau masyarakat.
Mempertimbangkan jumlah pesaing yang ada
disuatu lokasi.
Sarana dan prasarana
 Marketing Mix (Promotion)

Ada beberapa macam sarana promosi yang

diterapkan pada Stategi Promosi PT.Galuh
Citarum (Galuh Mas)
Periklanan (advertising)
Promosi penjualan (sales promotion)
Publisitas (publicity)
Penjualan pribadi (personal selling)
Aspek
Teknik/Produksi
Aspek
Manajemen & Hukum
Aspek Keuangan
Aspek
Ekonomi,
Sosial, dan
Lingkungan
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Science Technology Engineering Arts Mathematics

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