Manajemen Pemasarans

8/19/2019 Manajemen Pemasarans

http://slidepdf.com/reader/full/manajemen-pemasarans 1/6

NAMA : MEILEGINTA KABAN

NIM : 01031381419208

MATA KULIAH : MANAJEMEN PEMASARAN

JURUSAN/FAKULTAS : AKUNTANSI/EKONOMI

A. Permasalahan Strategi Kathy Zang (Pemilik Runners House)

Kath !a"# $%&a#a' (%)'*'+ ,$aha R,""%-$ H.,$% )%"%+a"+a" (%",a*a" $%(at,

N'+% a" &%-$a)aa" $aat t%-a' *%a+a" +%#%)a-a" &%-.##'"# +a-%"a N'+% (aa $aat 't,

't%-')a/'(a"a"# $%&a#a' $%(at, &%-),t, t'"##' T%-'+at %"#a" N'+% )%-,(a+a" ha* a"#

)%"#,"t,"#+a" (aa a+t, ),t,"a t'"##' a" "a)a"a &a#,$ A+a" t%ta(' $%+'ta- 198

),t, N'+% ),*a' )%",-," Ha* '"' t%"t, $aa )%-,#'+a" N'+% a" (a-a (%a#a"# %5%-a"

*a'""a $%(%-t' Kath a"# $,ah $a"#at t%-'+at K%t'+a N'+% t%*ah )%"a(at a"#'" t%ta('

(%-,$ahaa" '"' *%&'h )%"%+a"+a" (aa %"'$ (%-a*ata" .*ah-a#a a" (aa $%(at, &%-a*a" (aa

+h,$,$"a Paa $aat 't, ,#a *%a+a" +%#%)a-a" &%-.##'"# t%*ah ),*a' )%",$,t a"

),"#+'" a+a" $%)a+'" )%",-," Ma+a a-' 't, (%-)a$a*aha" Kath t%-*%ta+ (aa

+%t%-#a"t,"#a""a t%-haa( $%(at, *a-' a"# $,ah ',a*"a a-' aa* "a)," (%-,$ahaa"

N'+% )%)&,at (-.,+ &a-, a't, $%(at, +h,$,$ a*a" +a+'

B. Evaluasi Strategi

6a*a) )%"#%7a*,a$' $t-at%#' a"# '*a+,+a" .*%h Kath !a"# '(%-*,+a" t'"a,a"

)%"#%"a' +."'$' a+t.-a+t.- %+$t%-"a* a" '"t%-"a* a"# )%"a' a$a- $t-at%#' a"#

$%+a-a"# B%-+%"aa" %"#a ha* 'ata$ a" a-' +a$,$ t%-$%&,t &a'+ %+$t%-"a* )a,(," '"t%-"a*

',)(a' $%&a#a' &%-'+,t:

1. Kondisi aktor !nternal (Runners House)

6a-' +a$,$ a"# 'haa(' .*%h Kath !a"# a*a) )%"a*a"+a" ,$aha $%(at, R,""%-$

H.,$% t%*ah '+%tah,' &aha Kath !a"# )%)&,+a ,$aha R,""%-$ H.,$% $aat &%-$a)aa"

%"#a" *%a+a" .##'"# a" Kath $%"'-' aa*ah (%5'"ta .*ah -a#a *a-' K%aaa" 't,

)%)&,at R,""%-$ H.,$% $%&a#a' &'$"'$ a"# )%"#,"t,"#+a" a" 'a (," )%"%+a"+a"

(%",a*a" (-.,+ $%(at, N'+% K%t%-'+ata" Kath !a"# t%-haa( N'+% )%)&,at"a $%&a#a'

(%a#a"# %5%-a" ha-,$ )%-a$a+a" +%-,#'a" +a-%"a +."'$' ),t, N'+% a"# $%)(at )%",-,"

K."'$' '"t%-"a* a"# 'haa(' .*%h Kath !a"# '"' $a"#at &%-#a"t,"# +%(aa a+t.-

%+$t%-"a* +a-%"a $a*'"# +%t%-+a'ta""a %"#a" N'+% B,+a" ha"a 't, $aa +%t%-+a'ta" Kath

!a"# a*a) )%"%+a"+a" (%",a*a" (-.,+ N'+% '"' '$%&a&+a" +a-%"a Kath '"#'"

)%"#%%(a"+a" +,a*'ta$ (%",a*a" (-.,+"a +a-%"a (aa $aat 't, N'+% 't%-')a a"

'(a"a"# $%&a#a' $%(at, &%-),t, t'"##'; L%a+a" +%#%)a-a" &%-.##'"# t%-$%&,t t%-"ata

ha"a FAD; ata, +%$,+aa" $%$aat )a$a-a+at ata$ $,at, ha* a" $%-'"# ),"5,* t'a+

t%-,#a S%+a-a"# *%a+a" +%#%)a-a" &%-.##'"# ),*a' )%",$,t a" $%)a+'" )%",-,"

P%-,$ahaa" N'+% $%&a#a' (%)a$.+ (," ),*a' &%-a*'h +% %"'$ (%-a*ata" .*ah-a#a a" (aa

$%(at, ,"t,+ &%-a*a" +h,$,$"a K%aaa" '"' )%)&,at Kath ha-,$ )%)(%-t')&a"#+a"

a(a+ah 'a ha-,$ )%"#'+at+a" '-' (aa N'+% ata, t'a+



". Kondisi aktor Eksternal

a. Pemasok (Perusahaan #ike)$

P%-,$ahaa" N'+% $%&a#a' (%)a$.+ R,""%-$ H.,$% )%-,(a+a" (%-,$ahaa" a"#

)%)(,"a' ),t, (-.,+ &%-+,a*'ta$ t'"##' (aa $aat *%a+a" +%#%)a-a" &%-.##'"# Na),"

(aa $%+'ta- tah," 198 ),t, N'+% ),*a' )%",-," K%aaa" '"' )%"#ha$'*+a" +%-,#'a" &a#'

N'+% $%"'-' $%&a#a' (%)a$.+ K%t'+% N'+% t%*ah )%"a(at a"#'" +%)&a*' N'+% *%&'h

)%).+,$+a" (aa %"'$ (%-a*ata" .*ah -a#a a" (aa $%(at, ,"t,+ &%-a*a" +h,$,$"a N'+%

)%)(%-+%"a*+a" $%(at, a"# '-a"5a"# +h,$,$ &a#' )%-%+a a"# $%"a"# &%-a*a" +a+'

Ma"a%- $%(at, a*a" +a+' N'+% )%-a$a .(t')'$ %"#a" (.t%"$' (-.,+"a a" a+'" &aha

(a$a- $%(at, a"# '-a"5a"# +h,$,$ &a#' (%a*a" +a+' '"' a+a" *%&'h &%$a- a-'(aa $%(at,

&a#' (%*a-'

%. Pelanggan$

Ba"a+ (%)&%*' a"# )%-a$a &aha ),t, $%(at, a*a" +a+' ta)(a+"a &'$a

'#a"t'+a" %"#a" $%(at, *a-' ata, $%(at, "a'+ #,","# Ha"a (%*a"##a" a"# )%-,(a+a"

(%a*a" +a+' a"# $%-',$ a"# ),"#+'" t%-ta-'+ %"#a" $%(at, +h,$,$ (%a*a" +a+'

&. Pesaing$

S%'-'"# (%-+%)&a"#a" <a)a" &a"a+ (%-,$ahaa" *a'" a"# t%*ah )%)a$,+' (a$a-

$%(at, at*%t'+ t%-)a$,+ A7'a %"#a" $.* 5a"t'*%7%-"a A'a$ a" &a"a+ )%-%+ a"#

+,-a"# a" t'a+ t%-+%"a* *a'""a

d. 'lo%alisasi$

S%'-'"# (%-+%)&a"#a" <a)a" )a+a ).% ,#a t%*ah )%"%-&, (a$a- (%-*%"#+a(a"

at*%t'+ $%h'"##a ),"#+'" (%-*, )%)'*'+' a-"a a" t'"#+at ),t, a"# &%-&%a

. Analisis Kekuatan Kelemahan Ham%atan dan Peluang Runners House

Ata$ a$a- +a$,$ Kath !a"# =R,""%-$ H.,$%> a(at ''%"t''+a$' %"#a" S?OT

=St-%"#t$ ?%a+"%$$ O((.-t,"'t a" Th-%at> $%5a-a ,),) a*a) -a"#+a )%"'"#+at+a"

(%",a*a" (-.,+ R,""%-$ H.,$% $%&a#a' &%-'+,t

a. Kekuatan$

M%*'(,t' +%)a)(,a" '"t%-"a* $,)&%- aa a" a+t.- $'t,a$'."a* (.$'t' a"# a(at

)%)&a"t, (%-,$ahaa" )%*aa"' (%*a"##a""a a" )%"5a(a' t,,a""a1 M%"#,ta)a+a" +,a*'ta$ &a-a"#

2 Kath !a"# )%"#%-t' +%&,t,ha" (%*a"##a""a t%-haa( (-.,+ $%(at, a"# ',a*"a

+a-%"a 'a )%-,(a+a" (%5'"ta .*ah-a#a *a-'

%. Kelemahan$

M%*'(,t' +%t%-&ata$a" '"t%-"a* a" a+t.- $'t,a$'."a* "%#at'7% a"# a(at )%"#ha*a"#'

(%-.-)a (%-,$ahaa"

1 T%-*a*, )%"%+a"+a" (%",a*a" (-.,+ N'+% =Sa"#at t%-'+at %"#a" (%-,$ahaa" N'+%

$%h'"##a )%)&,at Kath ha-,$ t%-+%"a ')&a$ a-' t,-,""a ),t, (-.,+ N'+%>

2 Ma"a%)%" a"# +,-a"# a"t'$'(at' t%-haa( (%-,&aha" *'"#+,"#a" ata, (%-,&aha"#*.&a*'$a$'



3 Ha-#a a"# 'taa-+a" )%"#'+,t' ha-#a (a$a- $%h'"##a +,-a"# a(at &%-$a'"#

4 B%*,) )%)'*'+' a-'"#a"a-'"#a" a"# *%&'h *,a$ ,"t,+ )%",+,"# +%#'ata"

(%",a*a" (-.,+ R,""%-$ H.,$%

R'$%t (a$a- &%*,) &%-a*a" a"# 'ha-a(+a" $%h'"##a" (%",a*a" (-.,+ +,-a"# a(at

'a*a"+a"

@ B%*,) aa"a (-.).$' a"# $a"#at #%"5a- ,"t,+ )%"a-'+ (%*a"##a"

&. Peluang$

Fa+t.- ata, t-%" a"# )%"#,"t,"#+a" (aa *'"#+,"#a" %+$t%-"a* a"# a(at

'#,"a+a" (%-,$ahaa"

1 Aa"a *%a+a" +%#%)a-a" &%-.##'"#

d. An&aman$

Fa+t.- (aa *'"#+,"#a" %+$t%-"a* a"# t'a+ )%"#,"t,"#+a" a"# )%"#ha'-+a"

ta"ta"#a" &a#' (%-.-)a (%-,$ahaa"

1 Ba"a+ (%$a'"# a"# t%*ah )%)a$,+' (a$a- $%(at, at*%t'+

2 P%-$a'"#a" $%)a+'" )%*,a$ +a-%"a (%$a'"# )%)(%-+%"a*+a" +%,"##,*a"+%,"##,*a"

(-.,+ )%-%+a

*. Evaluasi Strategi Kathy Zang yang Sekarang

1. Pen+ualan

St-at%#' Kath %"#a" )%)&,+a ,$aha t.+. $%(at, (aa $aat *%a+a" +%#%)a-a"

&%-.##'"# a(at )%"a)&ah +%,"t,"#a" a" &'a$a"a $'t,a$' '"' '#,"a+a" .*%h &a"a+

.-a"# ,"t,+ )%",a* &a-a"#/(-.,+ a"# '(%-*,+a" $aat *%a+a" 't, t%-a' M%",a* $%(at,*a-' a"# )%-,(a+a" at-'&,t a*a) &%-.##'"# $%(%-t' a"# '*a+,+a" Kath &'$a

)%"#ha$'*+a" &a"a+ +%,"t,"#a"/*a&a a" +%,"t,"#a"/*a&a a"# '(%-.*%h a+a" a,h

&%-&%a t,-," '&a"'"#+a" $aat t'a+ t%-a' *%a+a" +%#%)a-a" &%-.##'"#

Kath )%",a* (-.,+ a"# $%$,a' %"#a" h.&&"a a" 't, aa*ah ha* a"#

)%"#,"t,"#+a" +a-%"a t%"t, $aa +'ta )%"#%tah,' &a"a+ ha* )%"#%"a' (-.,+ a"# a+a"

+'ta ,a*+a" t%-$%&,t 6%"#a" )%"#%tah,' &a"a+ ha* )%"#%"a' (-.,+ t%-$%&,t t%"t, +'ta

,#a )%"#%tah,' )%"#%"a' ),t, ).% %$'#" a" ,"#$' a-' &a-a"# t%-$%&,t a" ha*ha*

a(a a"# a(at )%"#ha$'*+a" +%,"t,"#a" a-' (%",a*a" (-.,+ t%-$%&,t )'$a*"a $aa +'ta

a(at )%"#%tah,' ).%).% ata, %$'#" a(a $aa a"# *%&'h '$,+a' .*%h (%*a"##a"

". Produk

R,""%-$ H.,$% $a"#at t%-'+at (aa N'+% a" )%"%+a"+a" (%",a*a" $%(at, N'+% Ha*

'"' &.*%h&.*%h $aa '*a+,+a" +a-%"a N'+% )%)a"# '(a"a"# a" 't%-')a &a'+ $%&a#a'

$%(at, &%-),t, t'"##' .*%h (%*a"##a"/(%)&%*' Na)," $t-at%#' '"' t'a+ a(at '*a+,+a"

$%5a-a t%-,$ )%"%-,$ +a-%"a $%'-'"# (%-+%)&a"#a" a+t, #*.&a*'$a$' &a"a+ (%$a'"# a"#

&%-),"5,*a" %"#a" ).% &%"t,+ a" ,"#$' a"# &%-&%a T%"t, ha* '"' a+a" )%"%&a&+a"

&a"a+ (-.,+ a"# a+a" )a$,+ +% (a$a- $%(at, at*%t'+ J'+a Kath t'a+ )%)(%-&%$a- *'"'

(-.,+ a" ha"a t%-,$ &%-#a"t,"# (aa N'+% )a+a (%)&%*' ha"a )%)(,"a' $%'+'t

('*'ha"('*'ha" a*a) )%)&%*' (-.,+ a"# Kath taa-+a" a" '"' a+a" )%"%&a&+a"

+%,"t,"#a" a"# 'ha$'*+a" ,#a a+a" $%)a+'" $%'+'t



,. Pemasaran

6' a*a) +a$,$ '"' t%-*'hat &aha $t-at%#' (%)a$a-a" a"# '*a+,+a" Kath )a$'h

$a"#at +,-a"# (aaha* $t-at%#' (%)a$a-a" aa*ah $,at, ha* (%"t'"# a"# ha-,$ '*a+$a"a+a"

K%t'+a t%-a' (%",-,"a" )'"at )a$a-a+at a*a) &%-.##'"# t%"t, $aa a+a" )%"%&a&+a"

(%",-,"a" a*a) (%",a*a" (-.,+ $%(at, a"# ',a* .*%h Kath Ma+a a-' 't, (%-*,'*a+,+a" $t-at%#' (%)a$a-a" ,"t,+ )%"a-'+ (%*a"##a" a#a- )%)&%*' (-.,+ a"# +'ta

taa-+a" T%-*%&'h ah,*, Kath ha-,$ )%"#%tah,' +%'"#'"a" a" +%&,t,ha" (a-a

(%)&%*'"a $%h'"##a Kath )%"#%tah,' (a$a- (-.,+ t%-$%&,t J'+a Kath $,ah )%"#%tah,'

+%'"#'"a" a" +%&,t,ha" (a-a (%*a"##a""a )a+a a+a" t%-5'(ta"a $,at, +%(,a$a" =ha-a(a"

$%$,a' %"#a" +%"ataa"> a" t%"t,"a '+a (a-a (%*a"##a""a (,a$ ata$ (-.,+ a"#

'taa-+a" Kath )a+a (%*a"##a""a a+a" t%-,$ &a*'+ +% t.+."a ,"t,+ )%)&%*' &a-a"#"a

a" &'$a $aa (%*a"##a" Kath a+a" )%)(-.).$'+a" &a-a"# a"# ',a* Kath +%(aa .-a"#

*a'"

-. Produksi6a*a) )%)(-.,+$' &%-&a#a' (-.,+ $%&a#a' $%.-a"# a"# )%)(,"a' ,$aha/&'$"'$

+'ta ha-,$ )%"#%tah,' &a#a')a"a a(at )%)a+$')a*+a" (-.,+$' (%",a*a""a Ba#a')a"a

(-.,+ a"# +'ta ,a* a(at )%"5a(a' %'$'%"$' (-.,+ a"# t'"##' a" )%)(,"a' '$t-'&,$'

a"# *,a$ 6a*a) +a$,$ '"' Kath )a$'h &%-t'"a+ $%&a#a' (%a#a"# %5%-a" &'a$a a"

),"#+'" Kath &'$a )%)(%-*,a$ (%",a*a""a %"#a" )%)&,+a &%-&a#a' 5a&a"#/a-'"#a"

$%h'"##a $%)a+'" &a"a+ .-a"# )%"#%tah,'/)%"#%"a* (-.,+ ,a*a""a S%*a'" 't, Kath

,#a &'$a &%-t'"a+ $%&a#a' a#%"/$,((*'%- a-' N'+% t%-$%&,t $%h'"##a a(at )%)(%-5%(at

'$t-'&,$' (%",a*a" (-.,+"a

6a*a) +a$,$ '"' Kath )%",a* $%(at, )'*'+"a $%$,a' %"#a" ha-#a (a$a- $%h'"##a

Kath )a$'h +,-a"# a(at &%-$a'"# +a-%"a )%)(,"a' $%'+'t +%,"##,*a" '&a"'"#+a"

%"#a" (%a#a"# *a'""a

E. Evaluasi alternati lain yang sedang di/ertim%angkan Kathy Zang0

Aa"a &%-&a#a' (%-)a$a*aha"(%-)a$a*aha" a"# 'haa(' Kath )a+a Kath

)%)(%-t')&a"#+a" &a"a+ ha* t%"ta"# a(a a"# 'a ha-,$ *a+,+a" ,"t,+ +%)a,a" ,$aha

&'$"'$"a +%)&a*' 'a"ta-a"a aa*ah $%&a#a' &%-'+,t:

1 Kath !a"# )%)(%-t')&a"#+a" a(a+ah 'a (%-*, *%&'h )%"%+a"+a" ).% +%t')&a"#

,"#$'

6a*a) $,at, &'$"'$ a+t.- %+$t%-"a* t%-,ta)a a+t.- #*.&a*'$a$' $a"#at )%)(%"#a-,h'

$t-at%#' ,"t,+ a(at )%"'"#+at+a" (%",a*a" (-.,+ a*a) R,""%-$ H.,$% Ma+a a-' 't,

).% )%)a"# $a"#at (%"t'"# $%+a-a"# '"' +a-%"a (%)&%*'/(%*a"##a" (a$t' )%)(%-h't,"#+a"

).% a*a) )%)&%*' $,at, &a-a"# Na)," ,"#$' ,#a t'a+ &.*%h '*,(a+a" +a-%"a a*a)

$%t'a( ,$aha/&'$"'$ $%&a#a' (%",a* +'ta ,#a ha-,$ )%"#'"#at ,"#$',"#$' &a-a"# a"# +'ta

,a* a#a- $%$,a' %"#a" +,a*'ta$ a" (%)a+a'a" $' (%*a"##a"

2 P%-,&aha" t%+a"a" (aa $%(at, (%a*a" +a+' ),"#+'" )%"#ha-,$+a" Kath ,"t,+

)%"#,&ah "a)a t.+."a a" &a-a"#+a*' 'a (%-*, )%"#+a-a+a" '-a"'a#a &a-, a"# *%&'h$')(at'+ (aa .-a"#.-a"# a"# &,+a" (%"##%)a- .##'"# a" +%&,t,ha" )%-%+a



P%-,&aha" "a)a t.+. )%)a"# $a"#at '(%-*,+a" a*a) (%-,&aha" t%+a"a" (aa

$%(at, (%a*a" +a+' +a-%"a "a)a R,""%-$ H.,$%; a(at )%"%&a&+a" (%*a"##a" )%"#'-a

&aha t.+. t%-$%&,t ha"a )%",a* $%(at, ,"t,+ (%*a-' $aa 6a*a) )%"#,&ah t.+. $%(at,

),"#+'" a(at '&,at %"#a" "a)a R," ?a*+$ Sh.%$ H.,$%; $%h'"##a (%*a"##a" a(at

)%"#%tah,' &aha t.+. t%-$%&,t $,ah )%",a* (-.,+ $%(at, *a'" $%*a'" $%(at, *a-'M%"#+a-a+a" '-a"'a#a &a-, a"# *%&'h $')(at'+ (aa .-a"#.-a"# a"# &,+a"

(%"##%)a- .##'"# a" +%&,t,ha" )%-%+a ,#a $a"#at '(%-*,+a" a" ),"#+'" ha-,$

'+%)&a"#+a" +a-%"a %"#a" )%"#+a-a+a" '-a"'a#a &a-, +% .-a"#.-a"# a"# &,+a"

(%"##%)a- .##'"# a(at )%"a)&ah *a&a/(-.'t $%&,ah ,$aha S%),a .-a"# ),"#+'" t'a+

#%)a- .##'"# )a+a a-' 't, $%&a#'a" .-a"# a"# &,+a" (%"##%)a- .##'"# t%-$%&,t ,#a

a(at )%)&%*' +%&,t,ha" )%-%+a ' ,$aha a"# 'a*a"+a" .*%h Kath !a"#

3 M%)(%-*,a$ *'"' (-.,+ a"# ',a* $%*a'" "'+%

K%(,t,$a" ,"t,+ )%)(%-*,a$ *'"' (-.,+ $%*a'" "'+% aa*ah +%(,t,$a" a"# $a"#att%(at M%"#a(a Paa a)a" a"# t%-,$ &%-+%)&a"# '"' $%.-a"# (%)&'$"'$ ha-,$ )%*'hat

$%t'a( $t-at%#' a"# a(at )%"'"#+at+a" +%,"t,"#a" a*a) (%",a*a" (-.,+ )%-%+a S%t'a(

.-a"# )%)(,"a' $%*%-a a"# &%-&%a t'a+ $%),a .-a"# ,#a )%",+a' (-.,+ N'+% $aa

Ma+a a-' 't, %"#a" )%)(%-*,a$ *'"' (-.,+ a"# ',a* &%-a-t' )%)(%-&%$a- ('*'ha"

('*'ha" $%t'a( (%*a"##a" ,"t,+ )%)&%*' M,"#+'" $aa (%*a"##a" t%-$%&,t t'a+ )%",+a'

).% a"# '$a'+a" .*%h N'+% "a)," )%",+a' ).% a"# '$a'+a" .*%h (%-,$ahaa"

A'a$ A7'a **"a

4 Kath $a"#at )%"#+haat'-+a" a(a+ah 'a '"#'" &%"a-&%"a- )%)&a"t, )%)(%*.(.-' (a$a-

$%(at, +h,$,$ a*a" +a+';

6a*a) )%)(%*.(.-' (a$a- $%(at, +h,$,$ a*a" +a+' Kath ha"a (%-*, ,"t,+

)%)(%-+%"a*+a" $%(at, t%-$%&,t +% a*a) )a$a-a+at a*a) ha* +%,"##,*a" a"

+%*%)aha""a t%-)a$,+ ,"#$' $%&%"a-"a $%(at, t%-$%&,t Kath ,#a a(at

)%)a(a-+a"/)%)(%-+%"a*+a" $%(at, t%-$%&,t a-' $%#' ).%* %$'#" +,a*'ta$ ha-#a"a

ata, (%-&%aa""a %"#a" $%(at, a"# *a'""a

A(a+ah )%)a"# aa (a$a- $%(at, +h,$,$ a*a" +a+'; a" '+a a $%&%-a(a &%$a-

U"t,+ )%"#%tah,' aa ata, t'a+"a (a$a- $%(at, +h,$,$ a*a" +a+' )%)a"#*ah

$a"#at (%"t'"# +a-%"a 't, )%"%"t,+a" (-.,+ a"# a+a" +'ta ,a* B,at a(a +'ta )%",a*

$,at, &a-a"# "a)," t'a+ aa (a$a-"a Ma+a a-' 't, $'+a( Kath ,"t,+ )%"a"a+a"

)%"#%"a' $%(at, +h,$,$ a*a" +a+' +%(aa (%*a"##a" a" (a-a t%ta"##a"a a"# )%a+'*'

)a$a-a+at aa*ah $a"#at t%(at 6%"#a" )%"a"a+a" ha* t%-$%&,t $a)a $aa Kath $,ah

)%*a+,+a" -'$%t ata, $,-7% (a$a- *a"#$,"# ,"t,+ )%"#%tah,' (.t%"$' (a$a- (-.,+ t%-$%&,t

ata, $%&%-a(a )'"at"a )a$a-a+at t%-haa( $%(at, +h,$,$ a*a" +a+'

. Strategi yang *isarankan untuk saha Kathy Zang (Runners House)

1. Produk



St-at%#' Kath ,"t,+ )%)(%-*,a$ *'"' (-.,+"a t'a+ ha"a &%-#a"t,"# (aa N'+%

$aa "a)," )%",a* &%-&a#a' %"'$ ).% t-%" ata, %$'#" $%(at, a"# &%-&%a a" &'$a

,#a )%"5.&a ,"t,+ )%",a* $%(at, +h,$,$ a*a" +a+' $%h'"##a a(at )%"#%"a*+a" +%(aa

)a$a-a+at )%"#%"a' $%(at, +h,$,$ a*a" +a+' $%5a-a (%-*aha" S%)a+'" &a"a+ %"'$ $%(at,

a"# '$%'a+a" ,#a )a+a $%)a+'" &a"a+ ('*'ha" a"# '$%'a+a" &a#' (%)&%*' a" a(at)%"#ha$'*+a" +%,"t,"#a" a"# *%&'h )a+$')a*

Kath ,#a 'ha-a(+a" )a$'h )%"#,ta)a+a" ),t, +,a*'ta$ a" ).% a"# $%$,a'

%"#a" (%-+%)&a"#a" <a)a" "a)," )a$'h )%"#,ta)a+a" ,"#$'"a ,#a $%h'"##a &a"a+

(%)&%*' ata, (%*a"##a" a"# )%)&%*' (-.,+"a

". Pen+ualan

6a*a) $%&,ah &'$"'$ '(%-*,+a" $%&,ah $t-at%#' ,"t,+ )%"'"#+at+a" (%",a*a" Sa*ah

$at,"a aa*ah )%*a+,+a" (-.).$' P-.).$' a(at '*a+,+a" %"#a" )%"%&a- '+*a" '

+.-a" )aa*ah )%'a 5%ta+ )%'a $.$'a* )a,(," )%'a %*%+t-."'+ *a'""a 6%"#a" ha*

t%-$%&,t )a$a-a+at a(at )%"#%tah,' +%&%-aaa" R,""%-$ H.,$% a" a(at t%-ta-'+ ,"t,+ )%"#,","#' ata, &%-&%*a"a ' R,""%-$ H.,$%

S%*a'" 't, ,"t,+ a(at )%"'"#+at+a" (%",a*a" a(at )%)&,at *.+a$' a"# $t-at%#'$

,"t,+ )%*a+,+a" (%",a*a" $%)a+'" $t-at%#'$ *.+a$' t%-$%&,t )a+a &a"a+ .-a"# a"#

)%"#%tah,' +%&%-aaa" t.+. R,""%-$ H.,$% Ma+a a-' 't, h%"a+"a R,""%-$ H.,$%

)%)(,"a' *.+a$' ' t%)(at a"# $t-at%#'$ a#a- +%$%)(ata" &'$"'$"a a(at 'a+$%$ .*%h

(%*a"##a" *%&'h t%-&,+a

,. Pemasaran

6a*a) $t-at%#' (%)a$a-a" a#a- )%"#%tah,' +%&,t,ha" a" +%'"#'"a" (%*a"##a" a(at

)%*a+,+a" $,-7%' a"# *%&'h )a+$')a* *a#' ,"t,+ )%"#%tah,' (a$a- a-' (-.,+ t%-$%&,t

Kath ),"#+'" &'$a )%"a"a+a" ta"##a(a" ata, (%"a(at $%t'a( (%*a"##a""a )%"#%"a'

(-.,+ $%(at, )'*'+"a t%-)a$,+ +%,"##,*a" a" +%*%)aha""a P%"t'"# ha*"a )%"#%tah,'

+%&,t,ha" a" +%'"#'"a" (%*a"##a" +a-%"a '"' )%"a"#+,t t%"ta"# +%(,a$a" (%*a"##a"

S%)a+'" +'ta )%"#%tah,' a(a +%'"#'"a" a" +%&,t,ha" (%*a"##a" )a+a (%*a"##a" (," a+a"

$%)a+'" (,a$ %"#a" (-.,+ a"# +'ta taa-+a"

-. Produksi

M%)&,+a a-'"#a"a-'"#a" (%",a*a" a"# *%&'h *,a$ *a#' a" '+a &'$a a"#a" ha"a

)%"a' (%",a* %5%-a" $%h'"##a a(at )%)a+$')a*+a" (%",a*a" (-.,+ S%)a+'" &a"a+ a-'"#a" a" $%)a+'" &%$a- ,$aha )a+a +%),"#+'"a" a(at )%)(%-&%$a- (%"'$t-'&,$'a"

(-.,+"a $%h'"##a $%)a+'" &a"a+ '+%"a* .*%h )a$a-a+at t%-,ta)a ,"t,+ )%)(%-*,a$

)%"#%"a' $%(at, +h,$,$ a*a" +a+'

Fa+t.- ha-#a ,#a )%"%"t,+a" a*a) '$t-'&,$' (%",a*a" (-.,+ +a-%"a (%)&%*' (a$t'

a+a" *%&'h $,+a )%)&%*' &a-a"#/(-.,+ a"# *%&'h ),-ah a-'(aa (%a#a"# (%$a'"#

*a'""a Kath 't,"t,t ,"t,+ )%"#,-a"#' $%'+'t ha-#a (-.,+ $%(at,"a a-' (%a#a"#

*a'""a t%ta(' )a$'h )%)(%-h't,"#+a" +%,"t,"#a" $%h'"##a Kath )%)(,"a' aa $a'"#

t%-$%"'-' a" (%)&%*' a+a" *%&'h )%)'*'h Kath ,"t,+ )%)&%*' &a-a"# +%&,t,ha""a

Manajemen Pemasarans

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