Marketing strategy analysis: A case study on Pabrik Mesin Tenera, North Sumatra Indonesia

Norazah Mohd Suki, and Jumiati Sasmita, (2011) Marketing strategy analysis: A case study on Pabrik Mesin Tenera, North Sumatra Indonesia. Labuan e-Journal of Muamalat and Society, 4. pp. 16-26. ISSN 1985-482X


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This study aims to examine the strengths and weaknesses of Pabrik Mesin Tenera (PMT) Dolok Ilir PT. Perkebunan Nusantara IV, North Sumatra Indonesia in developing its production and creating appropriate strategies to compete in the market of palm oil industry. This industry is very much in demand, especially in North Sumatra as the land area of palm oil in 2007 itself has reached 970,603 hectares. The research findings revealed that the marketing mix of PMT, as outlined in the Cartesius diagram, as well as Place and Price are considered important factors by consumers in viewing Place as a kitchen that produces sufficient products on demand. Consumers also found the Prices offered are reasonable. The company should also upgrade its Product, Promotion and Service. The factors of People and Process seem to comply with the consumers’ expectation, thus the company does not need to tackle these factors as their top priority. The company also needs to reform its organisation, marketing mix and strategies in order to boost its profit and image.

Item Type: Article
Uncontrolled Keywords: Social Network Service, Society-Based Communication, Internet
Subjects: H Social Sciences > HF Commerce
Divisions: FACULTY > Labuan Faculty of International Finance
Depositing User: ADMIN ADMIN
Date Deposited: 07 Jan 2016 05:23
Last Modified: 13 Oct 2017 06:53

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