Analisis Strategi Positioning untuk Mempertahankan dan Meningkatkan Pangsa Pasar dalam Menghadapi Persaingan

(Studi Kasus PT. TELKOM Kawasan Timur Indonesia)

Oleh : Zul Bahren

(Dipublikasi pada : Analisis, ISSN 0852-8144, Maret 2005, Vol 2 No. 1: 21-34)

ABSTRAK
The results of this research showed that : (1) positioning strategy was affected positively and significant by factors of production, price, promotion, process, and service. While, the people factor was negative effect to the company positioning strategy. The product factor was affected positively and significant by product positioning , product target, mark strategy, and product management; (2) distribution factor was affected positively and signi ficant by distribution target, distribution types, distribution intensities, distribution configuration, and distribution management; (3) price factor was affected positively and signi ficant by price positioning, target positioning, and price management; (4) promotion factor was affected positively and significant by promotion target, promotion creativity, promotion media, advertise management, and human relation management; (5) business process factor was affected positively and signi ficant by the seventh indicators; (6) service factor was affected positively and significant by pra transaction service, transaction process, and post transaction; (7) people factor was affected positively and signi ficant by the di fference of  employees role, and internal marketing; (8) product factor has positively and signi ficant affect to the factors of distribution, price, promotion, process, service, and process.
Key Words : Product strategy, price, distribution, promotion, service, people, process, positioning, and market margin.

PENDAHULUAN
Latar Belakang

Satu hal yang mendasar dalam membahas masalah globalisasi bahwa globalisasi dapat menciptakan nilai tambah baru, barang dan jasa yang lebih besar dari pada sebelumnya, karena ada peningkatan produktivitas dan efesiensi. Globalisasi memperbesar kue yang dibagikan dan apabila satu pihak memperoleh bagian yang lebih besar daripada yang ia peroleh sebelumnya tidak harus berarti bahwa pihak lain mendapatkan jatah yang lebih kecil dari pada yang ia terima sebelumnya, ia bukan zero-sum-game tetapi positive-sum-game (Boediono 2001). Salah satu kuncinya dalam menghadapi pasar menuju dunia global harus mampu memberi solusi untuk memenuhi permintaan pasar, ...... . . . . . . . . . . . . (baca selengkapnya)

Artikel Lengkap dikompilasi oleh/ HUBUNGI :

Kanaidi, SE., M.Si  (Penulis “Buku Dasar-Dasar PERIKLANAN”, Service Quality and Motivation Trainer, Dosen Marketing Management,  Praktisi Bisnis)

email : kanaidi@yahoo.com atau kanaidi963@gmail.com atau kanaidi@poltekpos.ac.id

Jln. Sariasih No. 54 BANDUNG 40151

HP. 08122353284 - 087822984716  Telp/Fax. 022-4267749

PIN BBm : 27CBC148      

Facebook : Kanaidi Ken & Kanaidi Ken Part II

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Disamping itu, .........MUNGKIN Anda/ teman Anda BUTUH ini?
Kami memiliki beberapa Artikel/Jurnal tentang :

·         Jurnal “ICT” … click di http://ken-ict.blogspot.com/

·         Jurnal “Corporate Image” … click di http://ken-image1.blogspot.com/

·         Jurnal “Customer Value” … click di http://www.ken-value.blogspot.com/

·         Jurnal “Customer Loyalty” … click di http://ken-loyalty.blogspot.com/

·         Jurnal “Brand & Merek” … click di http://ken-merek.blogspot.com/

·         Jurnal “Service Quality” … click di http://ken-servqual1.blogspot.com/

·         Jurnal “MARKETING & BUSINESS” … click di http://ken-promark.blogspot.com/

·         Jurnal “Customer Satisfaction” … click di http://ken-kepuasan.blogspot.com/

·         Jurnal “Personal Selling” … click di http://ken-selling.blogspot.com/

·         Jurnal “Corporate Culture” … click di http://ken-culture.blogspot.com/

·         Jurnal “Customer Relationship Management (CRM)” … click di http://ken-crm.blogspot.com/

·         Jurnal “DELPHI METHOD” … click di http://ken-delphi.blogspot.com/

·         Jurnal “Kewirausahaan (Entrepreneurship)” … click di http://ken-entrepreneurship.blogspot.com/

·         Business Plan dan Marketing Plan… click di http://ken-businessplan.blogspot.com/

·         Artikel “Competitive Strategy” … click di http://ken-persaingan.blogspot.com/

·         Jurnal “Customer Behavior (Perilaku Konsumen)”… click di http://ken-behavior.blogspot.com/

·         Jurnal “LKMS (Lembaga Keuangan Mikro Syariah)”… click di http://lkmsnetkas.blogspot.com/

·         Artikel “Dunia PERIKLANAN” … click di http://ken-iklan.blogspot.com/

·         Artikel “QFD (Quality Function Deployment)” … click di http://ken-qfd.blogspot.com/

·         Artikel “STP (Segmenting, Targeting, & Positioning)”  … click di http://ken-stp.blogspot.com/

·         Jurnal “e-COMMERCE”....click di http://ken-international.blogspot.com/

·         Jurnal “BALANCED SCORECARD”....click di http://ken-keuangan.blogspot.com/

·         Jurnal “MANAJEMEN SDM” .....click di http://ken-msdm.blogspot.com/

·         Jurnal “CUSTOMER TRUST”.....click di  http://www.ken-trust.blogspot.com/

·         Jurnal “Good Corporate Governance (GCG)” … click di http://ken-gcg.blogspot.com/

·         Jurnal “CSR”  … click di http://ken-csr1.blogspot.com/

·         Jurnal “MEREK (Brand)”  … click di http://ken-merek.blogspot.com/

·         Jurnal “PERIKLANAN (Advertising)”  … click di http://ken-iklan.blogspot.com atau di http://ken-iklan1.blogspot.com/ atau di http://ken-iklan2.blogspot.com/ atau di http://ken-iklani.blogspot.com/

·         Jurnal “Manajemen Retail”  … click di http://ken-retail.blogspot.com/

·         Jurnal “Komunikasi Pemasaran Terpadu (IMC)”  … click di http://ken-imc.blogspot.com/

·         Jurnal “Internal Marketing” … click di http://ken-im.blogspot.com/

·         Jurnal “EXPERIENTIAL MARKETING”  … click di http://ken-experiental.blogspot.com/

·         “Peluang BISNIS ONLINE” secara Sederhana……MINAT?... coba lihat (click) dulu di http://formulabisnis.com/?id=ken_kanaidi

. . . . . . . . . . . . . (baca selengkapnya)

ANALISIS HUBUNGAN SEGMENTASI DEMOGRAFI DAN LOYALITAS KONSUMEN

(Studi Pada Merek Produk Tabungan Di Lampung)
Oleh : Mahrinasari
(Artikel dipublikasikan pada : Jurnal Vol. 6 No.2, Januari 2010, hal 161-201)

ABSTRACT

The consumer’s loyalty is to be a valued asset for the company in order to get competitve advantage toward global competition in the market place. But, this idea is still in doubted as Roy Gony said (2005) that the companies who have high loyal consumers do not automatically have high market share, otherwise having low market share. Therefore, He recommended that the company should previuosly search for what kinds of segmentation should be targeted in order to get the loyal segemented consumers. This idea is related with Inu Machfud Idea (BMI Research Jakarta, 2008). He said that the company should prevuiously focus on segmentation to get segmented consumers for the sake of getting the loyal segmented consumers. Therefore, this research objective is: 1) to know relationship between demografy segmentation and consumers loyalty toward brand in saving product, 2) to examine the level of consumers loyalty toward
brand, and 3) to find out what clasess of demografy segmentation is constibuted to the category of the loyalty level ( High loyalty, Moderate Loyalty, No Loyalty, and Very Not Loyalty).
The results shows that demografy segementation (gender, age, education, kinds of job, and income) overall significantly do not related with the level of consumers loyalty, based on Chi-square statistics test of α = 0,05. However, there are interesting results that there is relationship between job segmentation variable and income segementation with saving frequency. Also, there is significantly relationship between age and the amount of saving value, and between education and the amount of saving value, between job and the amount of saving value, and between income and the amount of saving value. The segmentation that gives highest constribution to the saving frequency, the amount of saving value, and the level of consumer’s loyalty is the man segmentation, private employees, and S1 education, and age of 22-26 years, and having income more than IDR2.000.000.

. . . . . . . . . . . . . (baca selengkapnya)

Artikel Lengkap dikompilasi oleh/ HUBUNGI :

Kanaidi, SE., M.Si  (Penulis “Buku Dasar-Dasar PERIKLANAN”, Service Quality and Motivation Trainer, Dosen Marketing Management,  Praktisi Bisnis)

email : kanaidi@yahoo.com atau kanaidi963@gmail.com atau kanaidi@poltekpos.ac.id

Jln. Sariasih No. 54 BANDUNG 40151

HP. 08122353284 - 087822984716  Telp/Fax. 022-4267749

PIN BBm : 27CBC148      

Facebook : Kanaidi Ken & Kanaidi Ken Part II

-------------------------------------------------------------

Disamping itu, .........MUNGKIN Anda/ teman Anda BUTUH ini?
Kami memiliki beberapa Artikel/Jurnal tentang :

·         Jurnal “ICT” … click di http://ken-ict.blogspot.com/

·         Jurnal “Corporate Image” … click di http://ken-image1.blogspot.com/

·         Jurnal “Customer Value” … click di http://www.ken-value.blogspot.com/

·         Jurnal “Customer Loyalty” … click di http://ken-loyalty.blogspot.com/

·         Jurnal “Brand & Merek” … click di http://ken-merek.blogspot.com/

·         Jurnal “Service Quality” … click di http://ken-servqual1.blogspot.com/

·         Jurnal “MARKETING & BUSINESS” … click di http://ken-promark.blogspot.com/

·         Jurnal “Customer Satisfaction” … click di http://ken-kepuasan.blogspot.com/

·         Jurnal “Personal Selling” … click di http://ken-selling.blogspot.com/

·         Jurnal “Corporate Culture” … click di http://ken-culture.blogspot.com/

·         Jurnal “Customer Relationship Management (CRM)” … click di http://ken-crm.blogspot.com/

·         Jurnal “DELPHI METHOD” … click di http://ken-delphi.blogspot.com/

·         Jurnal “Kewirausahaan (Entrepreneurship)” … click di http://ken-entrepreneurship.blogspot.com/

·         Business Plan dan Marketing Plan… click di http://ken-businessplan.blogspot.com/

·         Artikel “Competitive Strategy” … click di http://ken-persaingan.blogspot.com/

·         Jurnal “Customer Behavior (Perilaku Konsumen)”… click di http://ken-behavior.blogspot.com/

·         Jurnal “LKMS (Lembaga Keuangan Mikro Syariah)”… click di http://lkmsnetkas.blogspot.com/

·         Artikel “Dunia PERIKLANAN” … click di http://ken-iklan.blogspot.com/

·         Artikel “QFD (Quality Function Deployment)” … click di http://ken-qfd.blogspot.com/

·         Artikel “STP (Segmenting, Targeting, & Positioning)”  … click di http://ken-stp.blogspot.com/

·         Jurnal “e-COMMERCE”....click di http://ken-international.blogspot.com/

·         Jurnal “BALANCED SCORECARD”....click di http://ken-keuangan.blogspot.com/

·         Jurnal “MANAJEMEN SDM” .....click di http://ken-msdm.blogspot.com/

·         Jurnal “CUSTOMER TRUST”.....click di  http://www.ken-trust.blogspot.com/

·         Jurnal “Good Corporate Governance (GCG)” … click di http://ken-gcg.blogspot.com/

·         Jurnal “CSR”  … click di http://ken-csr1.blogspot.com/

·         Jurnal “MEREK (Brand)”  … click di http://ken-merek.blogspot.com/

·         Jurnal “PERIKLANAN (Advertising)”  … click di http://ken-iklan.blogspot.com atau di http://ken-iklan1.blogspot.com/ atau di http://ken-iklan2.blogspot.com/ atau di http://ken-iklani.blogspot.com/

·         Jurnal “Manajemen Retail”  … click di http://ken-retail.blogspot.com/

·         Jurnal “Komunikasi Pemasaran Terpadu (IMC)”  … click di http://ken-imc.blogspot.com/

·         Jurnal “Internal Marketing” … click di http://ken-im.blogspot.com/

·         Jurnal “EXPERIENTIAL MARKETING”  … click di http://ken-experiental.blogspot.com/

·         “Peluang BISNIS ONLINE” secara Sederhana……MINAT?... coba lihat (click) dulu di http://formulabisnis.com/?id=ken_kanaidi

. . . . . . . . . . . . . (baca selengkapnya)

LOWONGAN KERJA PT PERFETTI Van Melle Indonesia

PERFETTI Van Melle Indonesia membuka LOWONGAN KERJA
"Sales Supervisor Trainee (SST)"

Key Accountabilities :
- Supervisory role : to manage and monitor salesman team in order to achieve sales target and product distribution in his area.
- To deploy long term product distributionand develop sales infrastucture as required.

Qualifications :
- Male, with max. age 26 years old
- D3/S1 any major (fresh graduate/max. 1 year working experiences)
- Good leadership skill, having organization experiences, strong learning motivation & achievement oriented.
- Ability to operate computer (Ms. Office ; word, excel, power-point, & internet)
- Willing to be placed in any city in Indonesia (please attach the confirmation letter)

Send your application letter with recent potograph, detail resume with refferences and copies of professional qualifications to address below (before 23 April 2010):

HRD PT PERFETTI Van Melle Indonesia
Jl. Raya Jakarta-Bogor KM 47, 4 Cibinong-Bogor 16912
or email to : hrd.pvmi@id.pvmgrp.com

Lowongan ASTON International Hotels

ASTON International Hotels, Resorts & Residences

Membuka LOWONGAN KERJA sebagai "Chief Accountant",
dengan Qualification :
- Male aged between 25-30 years old
- Good command in Inglish
- Good analytical skill
- Hold Relevant Degree in Accounting / Finance
- Computer literate
- At least 2 years working experiences in similar positions within 3 or 4 star hotels
- Training skill
- Mature, able to work under less supervising
- Willing to travel around and outside
- Outgoing personality and willingness to go beyond a call of duty
- Auditor background is definitely a plus
- Experience is definitely a plus


Contact :
humanresources@aston-international.com
or
Corporate HR Admin
ASTON International Hotels, Resorts & Residences
Wisma Staco, 3rd Floor, Suite 100
Jln. Casablanca Kav 18 Jakarta 12870

LOWONGAN PT.ASTRA DAIHATSU (Sebelum 27 Januari 2010)

Bagi teman-teman Alumi yang BELUM dapat kerja, segera aja daftar ke PT ASTRA International Tbk-Daihatsu Cibereium Bandung, dengan persyaratan sbb :

STAFF ADMINISTRASI
Bertanggungjawab dalam proses dan pelaporan data, seperti menangani perawatan gedung, surat-surat kendaraan, proses penjualan dan stok barang, billing bengkel, dan lain-lain.
Persyaratan:
- Lulusan D3 jurusan Akuntansi/Pajak/Administrasi Bisnis
- IPK minimal 3,00
- Bersedia bekerja keras, tangguh, dan
- Mampu bekerja dalam Tim

CARA MELAMAR?
Kirimkan surat lamaran, riwayat hidup disertai dengan pas foto (3x4), salinan ijazah dan transkrip nilai (Sebelum 27 Januari 2010) melalui:

Email : ogi.sugana@dso.astra.co.id (kapasitas maksimal 2 MB)

atau via POS ke:
Bagian Personalia
PT Astra International Tbk- Daihatsu
Jln. Raya Cibeureum No. 42 Bandung
(Cantumkan Kode ADM di sudut kiri amplop)

Info dari :
Kanaidi, SE., M.Si
Ka. Jurusan Management Marketing
Politeknik Pos Indonesia
e-mail : kana_ati@yahoo.com and kanaidi@poltekpos.ac.id

LOWONGAN KERJA PT PERFETTI Van Melle Indonesia

Dibutuhkan "Sales Supervisor Trainee (SST)"

Key Accountabilities :
- Supervisory role : to manage and monitor salesman team in order to achieve sales target and product distribution in his area.
- To deploy long term product distributionand develop sales infrastucture as required.

Qualifications :
- Male, with max. age 26 years old
- D3/S1 any major (fresh graduate/max. 1 year working experiences)
- Good leadership skill, having organization experiences, strong learning motivation & achievement oriented.
- Ability to operate computer (Ms. Office ; word, excel, power-point, & internet)
- Willing to be placed in any city in Indonesia (please attach the confirmation letter)

Send your application letter with recent potograph, detail resume with refferences and copies of professional qualifications to address below (before 30 January 2010):

HRD PT PERFETTI Van Melle Indonesia
Jl. Raya Jakarta-Bogor KM 47, 4 Cibinong-Bogor 16912
or email to : hrd.pvmi@id.pvmgrp.com