SEMEN ANALYSIS OF MARKETING STRATEGY IN. PT. SEMEN BATURAJA PERSERO) PALEMBANG
ABSTRACT
MUSTANGIN (08151038), Marketing Strategy Analysis of Semen In PT.Semen Baturaja (Persero) Palembang (under the guidance of Wiwin Agustian and Devita Aryasari.
The problem formulation in this thesis is the Cement Marketing Strategies On How PT.Semen Baturaja (Persero) Palembang. The objectives to be achieved in this study was to find out the marketing strategies of cement on PT.Semen Baturaja (Persero) Palembang. The study was conducted at the place PT.Semen Baturaja (Persero) Palembang is located at Jl. Abikusno Cokrosuyoso Kertapati Palembang. The data used in this study is the primary data collected through observations and interviews on marketing strategies in PT.Semen Baturaja (Persero) Palembang and secondary data obtained in the form of a brief company history, organizational structure, division of tasks and activities of the company. Preparation of this thesis uses a qualitative descriptive method that is theoretical, focusing on things that will be studied, aided by reading books that relate to issues that will be examined so that authors can demonstrate need and eventually I’m going to try to draw some conclusions and suggestions . The results obtained on a marketing strategy that PT.Semen Baturaja (Persero) Palembang is using Marketing Mix strategies consisting of product strategy, pricing strategy, distribution strategy and promotional strategy. based on research results obtained, it can be concluded that the marketing strategy undertaken in PT.Semen Baturaja (persero) Palembang has not been effective due to the company’s existing marketing strategy belom able to enter the global market, so it takes a more appropriate marketing strategies and better to achieve maximum profit and can enter the global marketplace and compete with existing competitors.
Keywords : Strategy, Marketing, Cement
INTRODUCTION
1.1. Background
In general, the failure of a company due to a lack of marketing strategy or marketing strategy of the company. For it is necessary to have a proper marketing strategy in order to survive (Survive) in the competitive business world. The core of the marketing strategy as where to survive competitive business world. as where to make a good perception minds of consumers, identify strengths and weaknesses of competitors and understand the market target market.
According Purnama, (2004:2). “The marketing strategy can be defined as the analysis of the development and implementation of the strategy of determining the target market for the products of each business unit, setting marketing objectives and the development, implementation and management of marketing program strategies, market positioning is designed to fulfill the target market of consumers.”
PT. Cement Baturaja (Limited) salaah Palembang is one company that is engaged in the cement industry that encourages the growth of various businesses of construction and building materials, including concrete pads railways, electricity poles concrete, concrete roof tiles, concrete iron, tile / terrazzo, Rooster, Conblok , adobe and others associated with the building. Cement sales and marketing activities covering several provinces Baturaja well as between other South Sumatra, Lampung, Bengkulu, Jambi Province, the Pacific Islands and the surrounding province. PT. Cement Baturaja (Limited) Palembang has implemented comprehensive marketing strategies better product strategy, pricing, distribution and promotion, all done in an effort to achieve a high income or profit, and for corporate survival. However, to achieve these advantages, it is not easy for the company, because the company had to compete with firms that have a strong competitive edge will survive and dominate the market.
In this case the activity of marketing has an important role as the spearhead of the company whose activity must be formulated in the form of marketing strategy. According to Kotler (2005:339). “The marketing strategy is built on STP-Segmentation (segmentation), Targeting (the shot), and positioning (setting position)”. Before a marketing strategy, companies have to find a number of different needs and groups in the market, targeting consumer needs, and then position the offer in such a way that the target market knows and offer the typical image of a company, then set straregi marketing company that will be used ..
Companies that implement a good marketing strategy and will be able to read, take advantage of opportunities to be utilized in expanding and developing markets in the future. Almost all companies have a reliable marketing strategy, because if you do not have the right strategy pemsaran strategy and reliable will not be able to take advantage of market opportunities in the future ..
In this paper, to be discussed is the marketing strategy of cement at PT. Cement Baturaja (the partners) Palembag that pour in a report entitled, namely: Marketing Strategy Analysis of cement at PT. Cement Baturaja (Persero) Palembang. ”
1.2. Problem Formulation
Based on the selection of the title above background, the authors formulate the problem to be addressed is: How Marketing Strategy Cement At PT. Cement Baturaja (Limited) Palembang?
1.3. Research Objectives
The purpose of this study was to determine the Cement Marketing Strategy In PT. Cement Baturaja (Limited) Palembang.
1.4. Theoretical mamfaat
Contribution to the development of science and in particular marketing is information for future researchers who will study at the same level in the future.
1.4.1 mamfaat Praktia
As conceptual contribution or to provide input on the company and assessment of the Cement Marketing Strategy In PT. Cement Baturaja (Limited) Palembang, in order to remain competitive with other competing companies.
CHAPTER II
THEORETICAL
2.1. Definition of Marketing
According to Kotler (2002:9) Marketing is a social process in which indifidu of groups obtain what they need and want, by creating, offering, and freely retain valuable products with others while under Suryana (2006:135) ” Marketing is the activity of researching the needs and desires of consumers, produce goods and services, set prices, mempromosikanya, and distribute goods and services “.
2.1.1. Understanding Marketing Strategy
According to Kotler (2002:55). “Marketing strategy is the marketing logic and on the basis that the business unit is expected to achieve the goals pemasaranya. Marketing strategy consists of making decisions about the cost of the company’s marketing, marketing mix, and marketing allocation. “To inflate a company’s product needs an effective marketing strategy. The strategy includes product strategy, pricing strategy, distribution strategy, and promotion strategy. Before mnyusun to prior marketing strategy market segmentation (Segmentation), by looking for a number of different needs and groups, and then the target market (Targeting) and group needs can be satisfied with a superior way, and then do the fixing positions (Positioning), positioning the offer such that the target market knows bid and distinctive corporate image.
2.1.2.Pengertian Market Segmentation (Segmentation)
The Company can not serve all customers a very broad market. Therefore, companies need to segment the market first. According to Hamdani, (2006:44). “Market segmentation is dividing the market into groups of buyers that are differentiated according to the needs, Characteristics or behavior, which may require different products.” Segmentation means identifying and sorting out the different buyers, who may require separate products or marketing mix, alternatives to determine the basis of segmentation, companies can look at on the basis of geographic segmentation, demographic segmentation, psychographic and benefit segmentation.
a. Geographic segmentation, a division of the market into geographic units are different, for example, region, country, state, province, city, and kepualauan. The Company may decide to operate in sastu or few geographic areas or operate in all areas but pay attention to local differences.
b. Demographic segmentation, a grouping variable market-based variable income, gender, education, population, age, family size, occupation, religion, race, nationality and social class. Demographic variables are the most popular basis for distinguishing customer groups. One reason is that consumers desire and consumption levels are highly correlated with demographic variables.
c. Psychographic segmentation, grouping variables into the lifestyle market, value, and kebribadian. Lifestyle shown by prominent people from social class. Interest in a product is influenced by lifestyle so automatic goods purchased by these people also play shows lifestyle.
d. Segmentation of benefits, which classifies the market based on the value or benefits terjadung in a product. Consumers will be looking for products that provide special benefits to satisfy kebutuhanya.
2.1.3. Understanding market targeting (Targeting)
After segmenting the market, the company’s next target segments have the best market, identify market segment opportunities. To do it the company should first evaluate the market segments, and then choose which market segments to be targeted. According Baridwan (2015:69) “market targeting a market coverage is influenced by factors such as enterprise resource, homogeneity of products and markets and marketing strategies to compete”. In selecting the target segment, companies need to recognize the linkage between market segments ..
2.1.4. Understanding Position Determination (Positioning)
According to Kotler (2005:83). “Determination of the position is the act of designing the company’s offer and image so it occupies a distinctive position (between competitors) in the minds of customers Its targets”. Thus it can be seen that the well-known products generally have a distinctive position in the minds of consumers. If the company does not perform well specifies position, the market will be confused as to what to expect. Conversely, if the company did well setting position, the company will be able to realize the marketing strategy plan.
After the company segment the market, and then define a marketing strategy which will be used by the company. PT. Cement Baturaja (Limited) in Palembang pemasarnya method or tool is often called the marketing mix (Marketing Mix). In general, the marketing mix strategy emphasizes the sense of a product (Product), price (Price), place (Place) and promotion (Promotion), which kesmuanya was directed to produce the maximum sales turnover peroduk marketed. The strategy is as follows:
Product Strategy
In order to attract consumers to buy a particular type of product the company should such be possible to provide and offer products with quality, shape, attractive so that consumers are interested in buying it.
According to Kotler (2002:130). defines the product “is anything that can be offered in the market for a watch, acquired, used, or can be taken to meet the desires or needs of customers in”.
The decisions about the products included on the physical form of offers, quality, appearance and quality of the products. The development of the product can be made after analyzing the needs and desires of consumers. In maintaining and improving product sales company must hold a blood product to improve the business better. At the start of implementing product strategy with attention to quality, offers a physical form as well as the quality of its products.
pricing strategy
According to Kotler (2015:135). “Price is an amount of money charged for a product or service, or the number and value of benefits redeemed because consumers have and use the product or service”.
Setting the right price is not easy, a lot of factors to consider and many interested parties at a price. For companies, the prices are affecting profits. Price shall not be lower than the average cost per product if the company wants to gain the advantage.
For consumers, the price membrikan economic impact associated with purchasing power, because the price is the cost (Cost) to the buyer. Conversely, the lower the price, the more products they usually buy. Price also has a psychological effect, where high prices reflect the high quality and low price reflects low quality. If this applies to a product, regular price declines resulting drop in demand.
Distribution Srategi
In order to facilitate the flow of goods and services from producers to consumers, one important factor that should not be overlooked is choosing distribution channel strategy that will be used in the business of distributing goods manufacturers kekonsumen. According Assauri, (2002:212). “Distribution of products is an activity the delivery of products or product delivery to consumers at the right time”.
• Promotion Strategy
In marketing is not enough to create a good product, sets haraga exciting, and make the product available to consumers. Companies also need to communicate the company’s product and to the consumer.
According to (Assauri, 2002:239). A product will bermanfaan however, if it is not known by consumers that the product will not be known kemanfaatanya. Therefore, companies should seek to influence consumers, in order to create demand for the product. These can be done through the activity of promotion
RESEARCH METEDOLOGI
3.1. Research Sites
This study is located in the PT. Cement Baturaja (Persero) Palembang is located at Jln. Abi Clark Kusno Suyoso Kertapati Palembang.
3.2. Scope of Research
That the discussion does not stray from the study, the authors limit this discussion only about the marketing strategy analysis Semen In PT. Cement Baturaja (Limited) Palembang.
3.3. Operational Variables
– Marketing Strategy
According to Bilson, (2003:20). “Marketing is a social process that individuals, households, and organizations to obtain their needs and desires, by creating and exchanging products and value with others”.
The marketing strategy will determine the approach to be taken by the Performance Management to ensure that the products can meet customer owned. One approach to implementing marketing strategies need to be concerned about how the product can get into the hands of consumers. So it takes the right marketing strategies to do it.
In theory, marketing strategy include:
1. Product Strategy
– How to establish a brand image that is superior to competitors.
– How to increase sales in existing products
– Understand what the customer wants.
– Design an attractive product line with technological advances.
– Eliminate products that are not profitable either short or long term.
– Develop perogram which aims to increase sales.
2. Pricing strategy for
– The Company uses the appropriate level of profit or expected profit as a goal.
– Prices are determined in order to achieve sales targets.
– Establish imeg company.
– Setting the price to maintain a stable relationship between the price of a company for industry leaders.
– Prevent the entry of competitors, maintain customer loyalty.
3. Promotion Strategy
– Inform about the existence of extensive masarakat new products, services provided and the price changes.
-Persuade-quality customer by way of emphasis, change customer perceptions of the product attributes.
– Make regular customers remember although there was no advertising campaign.
– Keep the memory of the first buyer fell on our company’s products.
4 Strategies distribution
– Determine the number of intermediaries are used to distribute the amount of goods from producers to consumers.
– Select a different distribution channels to reach different market segments.
– Reviewing and re-organize the distribution system to adjust to market circumstances.
– Control of distribution channels in order to improve the lack efesienan, achieve economies of scale.
– In dealing with conflict in the distribution channel, have each member and receive, profits or benefits derived sufficient benefit each party.
3.4. The data used
a. Primary Data
According Arsyad, (2000:34). “Primary data is data that is used directly from the object of research”. This data was obtained by observation and interviews on PT. Cement Baturaja (Limited) Palembang form:
a. Decision making Marketing Strategy
b. Granting Authority
c. The division of tasks
b. Secondary Data
According Arsyad, (2000:35). “Secondary data is data collected from the indirect object of research”. These data include:
a. A brief history of the company
b. Organizational Structure
c. Company Activity
d. Penelesaian time jobs
a. Observation (Observation)
It is a direct observation and recording of activities of the research object carefully and systematically, to obtain data and facts about the actual circumstances. Researchers will conduct observations of cement marketing strategy, which is given by the employees PT.Semen Balfour (Limited) Palembang. Degan a good marketing strategy and to maintain the continuity of the company. How researchers observed by jumping directly spaciousness and asked the leaders and employees.
b. Interview
An interview is a two-way communication or conversation conducted by interviews and respondents to find information relefen with the purpose of research. Researchers will mewancari brief history of the company, the duties of the employee and conduct a question and answer directly to the head or employee who is considered to provide the information needed in the study, the marketing strategies that do marketing.
3.5. Technical Analysis Data
The technique of analysis of the existing problems with more emphasis on qualitative descriptive analysis. According Sugiyono (2000:13) “descriptive qualitative method is the method that is declared with sentences separated by category for the conclusion. This research is described in theory, also be able to use the theory of data ditiliti and books dealing with issues pemasara strategy ..
CHAPTER IV
ANALYSIS AND DISCUSSION
4.1. Brief History PT. Cement Baturaja (Limited) Palembang
In the framework of the development of the cement industry in Indonesia in collaboration with the Directorate of Geology Industrialization Bureau, in 1964 the Agency conducted the survey Directorate of Geology of raw materials for the manufacture of cement surrounding areas OKU Regency Balfour. The survey was followed in early 1973, to support the development of the cement industry in the country, the Directorate of Geology, Mines Director General, General Department of Mines, Ministry of Mines of the Republic of Indonesia conduct research on deposits (mineral content of rocks) in the hamlet Airlaya Sukajadi Baturaja , Ogan Komering Ulu, South Sumatra. From the survey it was found that this area contains limestone, mineral deposits (lime stone) and clay (clay shale) with huge potential for setting up cement plants, namely:
1. The presence of limestone reserves (lime stone) is sufficient for the production for more than 30 years with the reserves approximately 38,250,000 m / tonne of lime.
2. There are reserves of clay (clay shale) of approximately 2115 acres, with reserves of approximately 22,672,000 m / ton.
Based on the survey continued from Mining Area Office South Sumatra Province in 1981, found a number of limestone reserves of approximately 50,458,000 m / ton.
4.2. Marketing Unit or Corporate Activity
Plan, coordinate, and develop a marketing plan and sales of cement in the primary market and the opening of new markets and opportunities, and marketing and promotion systems to coordinate, direct and control the implementation of the marketing and sale of cement in the main market area, new markets and opportunities marketing to carry out all sales and marketing operations include cement cement distribution, promotion & market analysis.
4.3. Marketing Strategy
Marketing strategy is a set of goals and suggestions, policies and rules that give direction to the company, particularly in response to the company and the environment in the face of stiff competition and ever-changing circumstances. Environmental factors were analyzed in the preparation of the marketing strategy is to market circumstances or technological competition, economic conditions, government regulations, the social and the political culture of a region.
In principle, the strategy pursued by the company based on an objective, in which the object is used as a basis to take advantage of the relationship with the product or the market of the company. So, in other words, the strategy is very useful in planning corporate events to come. Bilson (2003:35) “said the marketing strategy is planned as a means to achieve its goals by developing a sustainable competitive advantage through market entered and marketing programs designed to serve the target market.”
4.4. Analysis of Application Testing cement marketing strategy at PT. Cement Baturaja (Limited) Palembang.
Before developing marketing strategies, must first determine the market segmentation, target market, and the desired product positioning in consumer benax. After doing market segmentation, target market and product positioning, then PT.Semen Balfour (Limited) Palembang implementing marketing strategies such as pemasara mix strategy.
• Market Segmentation industry
Segmentation is to divide the market activity that is hetrogen of a product into the market units (market segments) that are hetroge. As we know that in every segment of buyers have:
• Different Needs
• different purchasing patterns
• Different responses to the various offers
The market can be segmented by industry demogravi variable, consisting of industry, company size and location of the company. Variables industry that includes various types of industries. For example, the oil industry, property, banking, or automotive. The size of the company include large companies, medium companies, or small companies.
PT.Semen Balfour (Limited) Palembang centralized marketing segmentation, this is done by PT. Semen Baturaja has limited natural resources. The Company is not able to enter many segments, so companies only concentrate on one segment only. Since only serve one segment, a stronger position because the company can control the behavior of either buying segment.
• targeting the market
After doing market segmentation, target market should be the company’s next best. To do it, the company should first evaluate potesi profits each segment.
In PT.Semen Balfour (Limited) Palembang single target market segments which are targeting a simple market. By concentrating on a single segment, the company is easier to gain knowledge about the needs of the segments and achieve a strong market position in the segment.
• Determination of Market Position
After making the shooting market, companies need to strengthen the company’s presence in the circle. Therefore the company needs to establish the position of the product in the market. Positioning is the act of designing the company’s image and value proposition so that customers in a segment to understand and appreciate the company kedudukian kaitanya with pesaig.
The company’s product positioning strategy will then allow the company to move kelangkah brikutnya, namely competing plan marketing strategies. PT. Cement Baturaja (Limited) Palembang determine position by value, the company offers high-quality cement, which can be processed to be used as building materials concrete tile, concrete iron, tile / terrazzo, Rooster, Conblok, brick, and cement-related buildings.
PT.Semen Balfour (Perrsero) Palembang has done market segmentation, market targeting, market positioning all of which are necessary for the next step is to determine which marketing strategies will be used.
4.4.1. Strategy Analysis mix Pemansaran
Choosing the right marketing strategy is indeed an important factor in the success of a marketing program. Marketing Mix (Marketing Mix) is a combination of four variables or activities that are the core of the marketing system marketing companies, namely product, price, distribution, and promotion. (Swastha, 2000:114).
Marketing strategies serve as a liaison between marketing planning and analysis of the situation. PT.Semen Balfour (the partners) Palemabang in pemasaranya marketing method or tool called the Marketing Mix (marketing mix). In general the emphasis on understanding the marketing mix strategies that integrate the product (Product), price (price), where (place), and promotion (promotion), where everything is geared to be able to achieve the maximum profit and to sustain the company.
4.4.2. Product Strategy (product)
Kotler says (2002:130), defines the product is anything that can be offered to a market for attention, acquired, used, or can be taken to fulfill the desires or needs of consumers “.
The decisions about the products included on the physical form of offers, quality, appearance and quality of the products. The development of the product can be made after analyzing the needs and desires kionsumenya. In the right maintain and increase sales of its products, prusahaan must hold a business improvement towards a better product. Starting from implementing product strategy with attention to quality, offers a physical form as well as the quality of its products.
In planning a bid for a product, the marketing needs to understand the five tingaktan products, namely:
1. The main products / core (core benefit), that the actual benefits are needed and will be consumed by the customer each product.
2. Generic product, the product is capable of fulfilling the basic function is the most basic products.
3. Products expectations (expected product), which is a formal product ditawakan with different attributes and conditions are normally expected and agreed pempbeli.
4. Complementary product, which product attributes or features plus a variety of benefits and services.
5. Potential product, which is all sorts of additions and changes that may dikembagkan for a future product.
With respect to marketed products, PT. Cement Baturaja (Limited) Palembang has implemented a range of improvements with regard kuliatas, product quality and shape will dipasraka.
Determination of Product Attributes
Product attributes are the factors that dipertimbagkan by the buyer at the time of purchasing the product, such as the quality of their, the completeness of the product design or packaging, and others-others. The factors associated with the product are as follows:
• Quality Produ
Opinion Bilson (2003:147), the quality is the ability of a product to meet funsi-function. Its dimensions include durability, reliability (ability to always be in good shape or ready-made) ease of mengoprasikan and other attributes of value.
There are two things to note, that the level and consistency of quality. The level of quality is not always high. Bisasaja-quality low, medium or high, according to the desired positioning.
In PT.Semen Balfour (Limited) Palembang-quality cement products are biasasaja, this led product marketing at Sumbagsel and just being around him. Therefore, it is necessary to improve the quality and the quality of the cement product itself, cement product is positioned as a premium product sepesial valuable, then the quality of their cement products are concerned and should be adjusted to position the product in the market (market position). PT.Semen Balfour (Limited) Palembang also has tried to improve the quality of their products for quality and better yet, in order to compete with similar products from other companies and competitors can enter the global market.
• Product Design
Product design will produce the style (style) of interest, better performance, and ease of use of the product cost kemurahaan produkdan to the overall economy and simplicity of production and distribution.
In the fierce competition, the design is the most potent tool for differentiating and positioning markets. PT.Semen Batura (Limited) Palembang has done product design in order to increase the attractiveness of the product.
• Packaging
Packaging for the product is very important because it is one of the attractions of a product. Products that require packaging is a real product (tangible product). Halini should be mentioned as a product in the broad sense to include the service or services, ideas, organizations, other than goods.
Opinion Bilson (2003:157) There are several packaging functions, namely:
1). Functions as a protective
The main function is to protect the product packaging. If not packed properly it will someday destroy the product. Moreover, the products are dismantled and unloading, packaging function as pelidung becomes very important.
2). Convenience Functions
The second function of packaging is to provide comfort and convenience for consumers. For the packaging, size and design of the product can be designed.
3). Function For Promotion
The third function is of the packaging is to promote the product to consumers. Packaging can also increase product appeal Bagio consumers. Sealain as pleasing to the eye on the package can also be informasukan features the use, benefits and image (imege) products.
In designing packaging PT.Semen Balfour (Limited) Palembang advance notice many things, including its cost. Costs for kemasana be considered, the cost should not be too high or low. It is also related to size, shape, color, and packaging graphics
PT.Semen Balfour (Limited) Palembang choose membrikan packaging design optimal benefits for customers in the purchase or organization cement products with the cost required for terhitug was still viable. Cement Packaging Batura made as practical as possible, in order to provide ease of storage, transport and handling.
4.4.3. Strategy Price (Price)
According to Kotler (2002:135) “The price is the amount of money charged for a product or service, or the number and value of consumers exchanged for benefits for owning and using a product or service”.
In the pricing of a product, a performance the company must be careful and to be right because the price is too high will result in DAPT goods or products will not be marketed, instead of setting prices too low will result in the company’s profits to be deficient or can even result in losses for the company.
According to Bilson (2003:199) berpengaruhi factors in pricing is as beriikut:
Strategy Points Market Situation, demand and competition merupakaqn starting point (starting point) in pricing. Any company or organization will achieve the goals that understands the needs and desires than the competition. Pricing wherever possible should the desires of consumers do not face adverse party manufacturers.
Limiting factors, limiting factors here include the cost factors that limit the range of companies to set prices low. Other factors is a marketing mix strategy, expectations of intermediaries, and macro environmental factors (social, economic, cultural, and political) may affect the pricing of a limiting factor. Sealing it also praturan government can also limit the price with the regulations concerning the delimitation of highs and lows. For the determination of the price of rice, the price of fertilizer, oil and cement should be regulated by the government in Indonesia or have approval by Parliament.
Managerial aspects of the organization, as a factor to consider in setting the price of just about any managerial aspects. That is, the company should clarify who has authority to set the price in the company. Although the general affairs of the marketing department, but in fact the pricing depends on a company tradition. Sometimes also established a special department in charge of price, called the pricing department. In determining the pricing strategy, Swastha said (2000:167) there are three ways to do by the company in pricing, ie:
1) The price below rivals hargan
This method will bring profit, but if the rival’s pricing followed by the rival company then you should not use this method because it would lead to a price war between the companies.
2) Equal Pricing for rivals
This way it will be profitable for the company when it is used when the price of the competition is high and usually manufacturers use this method for goods and services standards.
3) Determination of prices above the price of rivals
This only within their use by companies that already possessed a good reputation. Because consumers are less concerned about prices in pembelianya. Consumers prefer the quality to be obtained by buying goods.
Of the three such pricing policies, PT.Semen Balfour (Limited) Palembang a policy or strategy of pricing price equal to the price competition, it is because pricing is based on the price of the dollar against the rupiah currency and based on the price of cement from Bisnis Indonesia newspaper. Besides itujuga prekonomian condition that has not setabil and competition between companies is very sharp in the hunt for consumers is to consider in memetapkan price.
Pricing is the same as the price of rivals who treated the PT.Semen Baturja (Limited) Palembang merupakn a strategy for survival as the main target of the company is not just a profit but for the company to survive and thrive.
1.3.1 4.4.4. Distribution Strategy
According Assauri (2002:212) “The distribution of products is an activity or product distribution to deliver products to consumers at the right time”.
Distribution channels required by each company, in order to maintain the smooth usahaanya. In order to facilitate the flow of goods from producers to consumers, companies must choose the right distribution channels. This is very important because a mistake in choosing distribution channels will hamper the delivery of goods from the producer to the consumer, or in other words, even though the products have been produced there but if the distribution channel is not appropriate, it will inhibit penyampain goods.
In PT.Semen company Balfour (Limited) Palembang product distribution through two ways:
Sources PT.Semen Baturja (Limited) Palembng
1.3.2 4.4.6. Promotion Strategy
Promotion is a means or conduit between the company and customer groups to target (target) company. How useful a product but if it is not well known by consumers, the product will not be known kemanfaatanya. Therefore, companies should seek to influence consumers, in order to create demand for the product. These can be done through promotion (Assauri, 2000:239).
Promotions are used by PT.Semen Balfour (Limited) Palembang one of them is through advertisement. Assauri memngatakan (2002:247) “advertisement is a way to promote goods or services financed by a specific seponsor”. In this case PT.Semen Balfour (Limited) Palembang promote their products through the media of newspapers or newspaper, with the aim to influence buyers or customers and to aid market expansion. Promotional activities is done only tigakali a year because the company wanted to keep costs down as low as possible promotion.
Marketing mix strategy performed on PT.Semen Balfour (Limited) Palembang done in order to make a profit and sustain Integration. Therefore the company should be more observed changes in the environment, it requires companies to deploy better marketing strategies in the future. Economists changes, changes in technology, free trade system, l and degradation of natural lingkunagan be a tough challenge for the company to keep growing
CONCLUSIONS AND RECOMMENDATIONS
Based on the description and the foregoing, the authors draw conclusions and suggestions that may be useful to PT.Semen Balfour (Limited) Palembang.
5.1. Conclusion
1. Before Setting Marketing strategy, Batraja PT.Semen Company (Limited) Palembang first determine market segmentation, target market, and then determine the market position in the target market.
2. Cement Marketing Strategy In PT.Semen Baturaja (Limited) Palembang by using strategies Marketing Mix (marketing mix), which consists of product strategy, pricing strategy, distribution strategy, and promotional strategies, all of which are directed to achieve maximum profits and for the continuity of the company .
3 In the strategy cement products made of quality improvement, product quality and packaging. Pricing strategy is still considered the same as the rivals are very effective because the main target of the company is not a big advantage, but to berthan and thrive. Distribution strategy for elections right channel, and a promotion so that consumers can know perusasahaan cement products are marketed.
5.2. Suggestion
The Suggestions that may be an input for PT.Semen Balfour (Limited) Palembang, namely:
1 For Achieving maximum benefit and development of the company hendakanya can implement better strategies, by observing changes in the changes that occur in the environment.
2 Changes in the economy, changes in technology, free trade system, and degradation of the natural environment should be a tough challenge for the company to keep growing.
3 The elements of the marketing mix in the Marketing Mix Strategy, should be run as a whole because the elements are interrelated to one another.
4 For the future to be planned or made system of distribution channels that have a wider network.
