Small and medium enterprises (SMEs) are considered to play important roles in the economic development. This research tried to formulate the marketing strategies for the SMEs when they have to face the global economic challenge and to be more competitive. A case study was conducted in the SME Gendhis Manes that is located in the Semarang, Indonesia. It produces herbal drinks and dried products made by traditional spices; thus, they are preservative-free. The SME has several problems, such as how to determine a target market, low products diversification, problems in product pricing and distribution strategy as well as the relationship with other parties. This research tried to formulate the marketing strategy through a combination of 9Ps of marketing mix and Porter's five forces. The 9Ps of marketing mix consists of nine variables, i.e., product, pricing, promotion, place, target market, process, partners, presentation, and passion. On the other hand, Porter's five forces have five elements, i.e., rivalry among competitors, threat of new entrants, threat of substitutes, the power of suppliers, and the power of buyers. We hope that the marketing strategy which has been formulated could be used by the SME to help the SME to handle the aforementioned problems.
Formulating a marketing strategy of SME through a combination of 9ps of marketing mix and porter's five forces: A case study
Ulkhaq, M. M.
;
2018-01-01
Abstract
Small and medium enterprises (SMEs) are considered to play important roles in the economic development. This research tried to formulate the marketing strategies for the SMEs when they have to face the global economic challenge and to be more competitive. A case study was conducted in the SME Gendhis Manes that is located in the Semarang, Indonesia. It produces herbal drinks and dried products made by traditional spices; thus, they are preservative-free. The SME has several problems, such as how to determine a target market, low products diversification, problems in product pricing and distribution strategy as well as the relationship with other parties. This research tried to formulate the marketing strategy through a combination of 9Ps of marketing mix and Porter's five forces. The 9Ps of marketing mix consists of nine variables, i.e., product, pricing, promotion, place, target market, process, partners, presentation, and passion. On the other hand, Porter's five forces have five elements, i.e., rivalry among competitors, threat of new entrants, threat of substitutes, the power of suppliers, and the power of buyers. We hope that the marketing strategy which has been formulated could be used by the SME to help the SME to handle the aforementioned problems.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
