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Changing Indonesian consumer behavior : implications on Salonpas Indonesia Company Limited Market performance / Bernard Margijanto Warsono. 6

By: Warsono, Bernard Margijanto. 4 0 16, [, ] | [, ] |

Contributor(s): 5 6 [] |

Language: Unknown language code Summary language: Unknown language code Original language: Unknown language code Series: ; 46Edition: Description: 28 cm. xi, 198 pagesContent type: text Media type: unmediated Carrier type: volumeISBN: ISSN: 2Other title: 6 []Uniform titles: | | Related works: 1 40 6 []Subject(s): -- 2 -- 0 -- -- | -- 2 -- 0 -- 6 -- | 2 0 -- | -- -- 20 -- | | -- -- -- -- 20 -- | -- -- -- 20 -- --Genre/Form: -- 2 -- Additional physical formats: DDC classification: | LOC classification: | | 2Other classification:

Contents:

Action note: In: Summary: Consumer Behavior is a new subject, whereas Marketing Strategy has long been known to be consumer-oriented. However, there are still some companies still live today with selling concept, or product concept, although many companies have started with competitor and consumer orientation since some decades ago. But, more and more companies realize the importance of consumer, what is the consumer usage and attitude. By understanding the situation and the consumer usage and attitude through marketing research, the company might be able to satisfy consumer needs and wants. And the trend to be more consumer-oriented and competitor-oriented marketing strategy in the future is more obvious. Facing the problem of declining market share, the researcher has developed a conceptual framework to study about the reason why, the researcher also studied how the business and marketing plan of Salonpas Indonesia was developed. The past marketing strategies are more sales-oriented strategy with no business plan, only a very simple financial budget and marketing plan. The company has spent a lot of money for promotion but it has never really known how effective the promotion is. By doing this consumer research the company can analyze the promotion theme and advertising, before doing future promotion and advertising, besides the understanding of what is the consumer behavior. The result of the consumer research is to find out the reason why the market share was declined, then the results are used to develop an improved marketing strategy which is based more on consumer usage and attitude. Hopefully, by doing all these, the company can get the benefit by identifying Sustainable Competitive Advantages so it can compete nationally, and globally in the next millennium. Other editions:

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Item type	Current location	Home library	Collection	Call number	Status	Barcode
Book	PLM	PLM Graduate School Library	Graduate School-Thesis/Dissert	HD 30.28 .W37 1999 (Browse shelf)	Available	G275
Book	PLM	PLM Graduate School Library	Graduate School-Thesis/Dissert	HD 30.28 .W37 1999 (Browse shelf)	Available	G276
Book	PLM	PLM Graduate School Library	Graduate School-Thesis/Dissert	HD 30.28 .W37 1999 (Browse shelf)	Available	G277

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Previous	HD 30.28 .V46 2019 An analysis of the ERP industry in the Philippines and its effects to the strategies of Infosoft International Solutions, Inc. /	HD 30.28 .V55 2019 Lina Farm & Food Services Corp. /	HD 30.28 .W37 1999 Changing Indonesian consumer behavior : implications on Salonpas Indonesia Company Limited Market performance /	HD 30.28 .W37 1999 Changing Indonesian consumer behavior : implications on Salonpas Indonesia Company Limited Market performance /	HD 30.28 .W37 1999 Changing Indonesian consumer behavior : implications on Salonpas Indonesia Company Limited Market performance /	HD 30.28 .Y33 2019 A strategic management paper for Commonwealth Insurance Company /	HD 30.28 .Y83 2019 Strategic management paper for Grand Plaza Hotel Corporation /	Next

Thesis (Ph.D.) -- Pamantasan ng Lungsod ng Maynila, 1999.;A dissertation presented to the faculty of the Graduate School of Management in partial fulfillment of the requirements for the degree Doctor of Business Administration. 56

Consumer Behavior is a new subject, whereas Marketing Strategy has long been known to be consumer-oriented. However, there are still some companies still live today with selling concept, or product concept, although many companies have started with competitor and consumer orientation since some decades ago. But, more and more companies realize the importance of consumer, what is the consumer usage and attitude. By understanding the situation and the consumer usage and attitude through marketing research, the company might be able to satisfy consumer needs and wants. And the trend to be more consumer-oriented and competitor-oriented marketing strategy in the future is more obvious. Facing the problem of declining market share, the researcher has developed a conceptual framework to study about the reason why, the researcher also studied how the business and marketing plan of Salonpas Indonesia was developed. The past marketing strategies are more sales-oriented strategy with no business plan, only a very simple financial budget and marketing plan. The company has spent a lot of money for promotion but it has never really known how effective the promotion is. By doing this consumer research the company can analyze the promotion theme and advertising, before doing future promotion and advertising, besides the understanding of what is the consumer behavior. The result of the consumer research is to find out the reason why the market share was declined, then the results are used to develop an improved marketing strategy which is based more on consumer usage and attitude. Hopefully, by doing all these, the company can get the benefit by identifying Sustainable Competitive Advantages so it can compete nationally, and globally in the next millennium.

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