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Responses

  1. 1. Indonesia masih memiliki perusahaan global yang cukup baik, yaitu di bidang informasi dan komunikasi seperti PT. TELKOM, TBK yang telah menjalankan bisninsya sampai Asia Tenggara. Pada tahun 2009 ini PT Telekomunikasi Indonesia Tbk (Telkom) menduduki urutan 675 perusahaan terkemuka dunia versi majalah Forbes, “The Forbes Global 2000”. Pencatuman Telkom dalam daftar The Forbes Global 2000 itu berdasarkan jumlah pendapatan, keuntungan, aset, dan nilai pasar Telkom yang dinilai luar biasa. Telkom sendiri memiliki market value mencapai 10,60 miliar dollar AS, laba 17,41 miliar dollar AS serta asset mencapai 8,74 miliar dollar AS. Bagi Telkom, tercatat di daftar Forbes Global 2000 adalah kali ketiga. Namun, tahun ini terasa spesial karena peringkatnya naik pesat. Pada 2007 lalu, Forbes menempatkan Majalah Forbes Asia pada juga memilih Telkom sebagai satu-satunya perusahaan Indonesia yang masuk daftar Fabulous 50 (The Best of Asia Pacific’s Biggest Listed Companies), atau perusahaan publik terbaik di Asia Pasifik.

    2. Nokia sebagai perusahaan telepon selular menjadi pemimpin pangsa pasar global yang berasal dari finlandia dengan fokus pada negara Inggris dan Amerika. Keberhasilan ini didapat karena Nokia jeli dalam membidik pasar sasarannya, yaitu dengan menerapkan strategi segmentation, targeting, dan positioning (STP) dengan baik. Sehingga konsumen menjadi lebih mudah mengidentifikasi produk yang cocok. Hal ini sesuai dengan moto nokia sebagai positioning yaitu “Connecting People”.

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    In order to plan their product Nokia must look at what area of the
    market they want to aim the products at, as the current youth market
    is more or less saturated Nokia will have to research into a new
    market, I suggest the 55+ market as they will have lots of disposable
    income and my research shows that most people aged 55+ do not
    currently own a mobile device and could be persuaded to buy one by
    certain promotions and a good advertising campaign, also the drop in
    call prices should attract a lot of people who may have previously
    been hesitant due the high costs.

    Below is a table showing the population in terms of social grouping of
    Nokia:

    Socio-economic group

    % Of population

    A-Upper class

    2.8%

    B- Middle class

    18.6%

    C1- Lower middle class

    27.5%

    C2- Skilled working class

    22.1%

    D- Working class

    17.6%

    E-Low income earners

    11.4%

    I think that Nokia should aim their products at the socio-economic
    group B (middle class) event though they aren’t the biggest group they
    are the group that is most likely to spend their money on a mobile
    telephone as my questionnaire results showed.

    The marketing mix
    —————–

    The marketing mix refers to the combination of elements within a
    companies marketing strategy, these are designed to give the customer
    what they want and in the long term are designed to maximise profits.
    The marketing mix is based around the idea of the 4 P’s:

    Product-The product is the centre of the marketing mix and the other
    three P’s are based around it. Consumers purchase goods and services
    for a variety of individual reasons and a company must be aware of all
    of these when selling a product (that is why they conduct market
    research).

    Price-Is a key factor in the selling of a product, and is usually the
    one that is open to the most change based on different pricing
    strategies, for example, competitor based, penetration or skimming.
    The three main factors affecting the amount charged for a product or
    service, are; the cost of production, customer demand and competition.

    Place-This refers to the chosen outlets for a product or service, for
    a product to be very successful it must be easy to access, Mobile
    phones are very easy to access nowadays, they are sold in
    supermarkets, specialised outlets (either by network or brand) and all
    major department stores.

    Promotion-This involves providing information to the customer over a
    variety of media platforms, using radio, television and print
    advertising as well as using other promotional tools such as “money
    off deals” and “free giveaways”.


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