Analisis Strategi Pemasaran pada Media Publishing, Marketing and Sales, Regional 2, PT. Gramedia Printing

Abstract

Printing and Publishing Industies are an important and strategic industry in a country. One company that is engaged in printing services is PT. Gramedia Printing (PT.GP). Publishing Media at PT.GP got a challenge from digital era with the emergence of E-Paper and E-Magazine with a variety of advantages. Digital media more efisien because it don’t need printing cost, paper cost, storage, and distribution that make the offer price to consumen is cheaper than printing media. It makes printing and piblishing industries must have a good marketing strategy to be able to compete in digital era. In digital era include shift in consumer interest from printing media to digital media. Industry must can keep the old customers and get the new customers, this problem need an effective marketing strategic to be able to make it happen. Focus on this research is : (1) Identify and analyze internal and external factors that most influence the marketing strategyMedia Publishing, Marketing and Sales Regional 2 PT. Gramedia Printing (MP, MSR2 PT. GP, Jakarta). (2) Recommend alternative formulation of marketing strategy forMP, MSR2 PT. GP Jakartain the face of competition. (3) Analyzing an effective alternative selection strategy by using AHP method(Analytical Hierarchy Process)bagi MP, MSR2 PT. GP Jakarta. Information obtained from the primary data interviews and questionnaires. While the secondary data obtained from the company's disclosure documents, books, thesis, and information from the internet.Purposive sampling techniques used in data retrieval for analysis questionnaireIFE, EFE, SWOT dan AHP. Because the opinion of respondents expected an individual who understands the problems of marketing printingMP, MSR2 PT. GP, Jakarta who handles external magazines and tabloids. Results of research conducted for the analysis of internal and external factors are: good production quality results (Strength 0,475). Terms of payment is very tight (Weakness 0,193). Handling of creative advertising for third party media depends (Weakness 0,193). Growth of many communities in a society that requires print media (Opportunity 0,270). Supreme Court decisions related to the provision of outsourcing arrangements, which refers to Article 66 of Law 13 of 2003 (Thread 0,428 ). IE obtained from the analysis of total weighted scores of IFE and EFE analysis respectively 2,901 and 2,915. Regional publisher Media marketing positions 2 PT. GP is in cell V, the Hold and Maintain. The results of the SWOT analysis is conducted, there were 7 alternative strategies: (1) Increase the intensive marketing by promoting good quality results for acquisition prospects in the market of new communities (SO), (2) Investment creative engine advertising and increase sales force to handle demand for creative advertising (WO), (3) socialization to customers and prospective customers that the term of payment is a new system and procedures with promising benefits in kind (WO), (4) Maintaining brand awareness as a credible company with quality and satisfactory service and has certified UGRA (specifically ISO certification quality printing) (ST), (5) Termination of production portion for employees whose performance is not in accordance with company standards (ST), (6) Partnering with a company that provides management services finishing printing products (ST), (7) Delegation of authority to be fast and flexible decision making (WT). The results obtained through methods Analisys Hierarchy Process with the ultimate goal is an effective marketing strategy MP, MSR2 PT. GP Jakarta is a factor that should be given priority in the application of goal is the production of quality results (0.325). Most actors play a role is the general manager marketing and sales (0.679). There are 5 of the 7 strategic alternatives strategic alternatives after reduced using Bayes method. The alternatives are (1) Increase the intensive marketing by promoting good quality results for the prospects acquired in the market a new community (0.392), (2) Investment creative engine advertising and sales force to handle the increasing demand for advertising creative (0.202); (3) Partnering with a company that provides management services finishing printing products (0.182), (4) Maintaining brand awareness as a credible company with quality and satisfactory service as well as having UGRA certification (ISO certification of quality specialty printing) (0.131), (5) delegation of authority to be fast and flexible decision making (0.093). Level of inconsistency with the value of the consistency index CI of the opinion matrix composite (MPG) all respondents was 0.03. Consistency ratio value / CR of the resulting CI values is 0.057.