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CHAPTER I PREAMBLE

A. Research Background In era growth nowadays, business takes a big role of human being. As its growth, the competition among competitors is also increasingly stringent. For that reason, each company must try to maintain its position in order to survive from the competition. Marketing is one of main activities in running business that will determine to the survival of a company. Company should implement the right marketing strategy to attract consumer intention to buy the product. It can determine the sales, which also affect to the profit that will be gain by the company. There are many marketing strategies that can be applied by companies. The strategy is depending on each companys policy. In order to make the strategy not deviate from the target, company should look for and then analyze what factors that can affect to the consumer decisions to buy the product, which can also affect to the company sales volume and profit. Analysis of Marketing Mix that consist of Product, Price, Place, Promotion, People, Process, and Physical Evidence is one of marketing strategies that can be used to attract consumer attention and maintain their loyalty which expected can maintain and improve companys performance. CV. Mitra Distribusindo Utama is a distributor that distributes multi products consist of Food and Non Food goods. The company realized that there is a

business opportunity in this town by selling goods like rice, cooking oil, mineral water, snacks, tissue, cotton, sanitary napkins, and baby diapers, which are being daily needs by every people. It has run its business for several years and shown its developing performance from year to year. The success shown from its sales volume, wider market share, and variety product that sold out. Below is table of sales volume at CV. Mitra Distribusindo Utama from 2008 to 2010. TABLE 1.1 SALES VOLUME AT CV. MITRA DISTRIBUSINDO UTAMA IN 2008-2010
PRODUCT F O O D BERA S SA NIA , FORTUNE, TIGA BUNGA Rp M INYA K GORENG SA NIA NESTLE PURE LIFE SNA CK POW , NA BA TI, RICHEESE TOTAL FOOD Rp Rp Rp S ALES VOLUME PER YEAR 200 8 - Rp 6.604.564.966 Rp 5.486.285.394 Rp 2 0 09 1.277.250.332 Rp 6.004.285.735 Rp 2 010 5.305.058.865 7.304.916.094

7.828.614.551 Rp 13.937.892.312

2.807.754.276 Rp 19.901.288.582 Rp 19.193.529.512 - Rp 322.240.954 Rp - Rp 3.614.676.936 Rp 21.298.169 Rp 441.686.027 Rp 4.479.045.838 Rp 4.733.350.460 Rp 1.370.138.642 637.271.777 6.064.571.866 6.272.694.391

Rp 14.8 98.60 4.636 Rp3 5.01 1.43 9.2 00 Rp 4 5.74 1.396 .7 83

Rp F HA PPY NA PPY N Rp O KA PA S KHA RISM A O O SOFTEX Rp N D TISSUE TESSA , M ULTI, DYNA STY, BOBO Rp TOTAL NON FOOD GRAND TO TAL

Rp 3 .9 36.9 17.89 0 Rp 9.67 5.380 .494 Rp 1 4.34 4.676 .6 76 Rp 18.8 35.52 2.526 Rp4 4.68 6.81 9.6 94 Rp 6 0.08 6.073 .4 59

Source: CV. Mitra Distribusindo Utama, 2011

From the table 1.1 above, overall we can see that the sales volume was increasing. However, for Sania cooking oil and Richeese Nabati snack products, the sales was fluctuating. This condition was influenced by many factors such as business competition, stock of product, and the most important is the customers.

Customers satisfaction plays a big role in selling process of a product. For that reason, company should offer a good product, competitive price, reachable place for customer to buy the product, and do some promotion to attract them. The other factors that can make consumer to buy our product are the services given by companys people such as salesperson. Distribution process also takes part to give them valuable satisfaction. It is also important to look up customers feedback about the company both products and services so it can develop its business in the future. From the background above, writer is interested in analyzing the marketing mix strategy applied by CV. Mitra Distribusindo Utama towards consumer purchasing decision that will affect the sales volume. B. Problems From the description above, the main problem in this research are: 1. How do the factors of Marketing Mix influence the sales volume at CV. Mitra Distribusindo Utama? 2. Which factors of Marketing Mix is the dominant factor in influencing the sales volume at CV. Mitra Distribusindo Utama?

C. Problems Coverage

In order to make this writing not deviate from target, writer feels important to limit the problems becomes subsub problem that will be discussed. They are the factors that directly influencing the sales volume at CV. Mitra Distribusindo Utama such as Product, Price, Place, Promotion, People, Process, and Physical Evidence. D. Purposes and Usage 1. Purposes The purposes of this research are: a. To know how the factors of Marketing Mix influence the sales volume at CV. Mitra Distribusindo Utama. b. To know the dominant factor of Marketing Mix in influencing the sales volume at CV. Mitra Distribusindo Utama. 2. Usages The usages of this research are: a. For Company

This research is expected to be used as an input for CV. Mitra Distribusindo Utama as a distributor in deciding the policy so that it can increase consumer intention to purchase its product that will affect the sales in the future.

b.

For Writer

This research is expected to give more knowledge and experiences in practicing the theories that had been studied during a period of lecturing and application in real condition. c. For Public

This research is expected to support the implementation of development programs especially in business field for community and for the next investigators, it can be used as a reference for research. E. Methodology 1. Research Method In this research, writer uses descriptive method that describes the exact situation and condition that happened at CV. Mitra Distribusindo Utama in order to make it systematically, factual, and more description about facts. According to Ronny Kountur, penelitian deskripsi adalah jenis penelitian yang memberikan gambaran atau uraian atas keadaan sejelas mungkin tanpa ada perlakuan terhadap obyek yang diteliti. (2007) 2. Data Source a. Primary Data Data primer adalah data yang dikumpulkan peneliti langsung dari sumber utamanya. Misalnya, penelitian yang ingin mengetahui persepsi konsumen terhadap suatu produk tertentu. Di sini, sumber utama data adalah dari konsumen. (Kountur, 2007)

In this research, writer makes observation and collects data from questionnaires and interview result. b. Secondary Data Data sekunder adalah data yang bersumber dari hasil penelitian orang lain yang dibuat untuk maksud yang berbeda. Data tersebut dapat berupa fakta, tabel, gambar, dan lain-lain. (Kountur, 2007) In this research, writer collects data from company document and reports related to research problems. 3. Techniques of Data Analysis a. Observation According to Nur Indiantoro and Bambang Supomo, observasi yaitu proses pencatatan perilaku subyek (orang), obyek (benda) atau kejadian yang sistematik tanpa adanya pertanyaan atau komunikasi dengan individuindividu yang diteliti. (2002) In this research, writer makes observation to the marketing strategy applied by CV. Mitra Distribusindo Utama and the customers response toward the strategy.

b. Interview

According to Nazir, interview is a process to get the information for research purpose using interview ways by face to face between the interviewer and the interview. (2000) Writer interviews people related to this research such as Director, Area Sales Manager (ASM), and Supervisor at CV. Mitra Distribusindo Utama to know more about the applied strategy to attract consumers intention. c. Questionnaires According to Nur Indrianto and Bambang Supomo, kuisioner adalah pengumpulan data pada kondisi tertentu kemungkinan tidak memerlukan kehadiran peneliti. Pertanyaan peneliti dan jawaban responden dapat dikemukakan secara tertulis melalui kuisioner. Teknik ini memberikan tanggung jawab kepada responden untuk membaca dan menjawab pertanyaan. (2002) In this research, writer gives questionnaires to CV. Mitra Distribusindo Utama customers in Pontianak, Singkawang, and Ketapang areas. d. Documentary Study According to Nur Indiantoro and Bambang Supomo, data dokumenter adalah jenis penelitian yang antara lain berupa faktur, jurnal, surat-surat , notulen, hasil rapat, memo bahkan dalam bentuk laporan program. (2002) In this research, writer collects data from company document and reports related to research problems.

e. Literature Study This method is conducted by studying and collecting data from literature book. Writer uses literatures book connected with the research. 4. Population and Sample a. Population According to Ronny Kountur, populasi adalah kumpulan

menyeluruh dari suatu obyek yang merupakan perhatian peneliti. Obyek penelitian dapat berupa makhluk hidup, benda, sistem dan prosedurm fenomena, dan lain-lain. (2007) Population in this research is all customers of CV. Mitra Distribusindo Utama. The amount of this population is about 900 to 1.000 customers. b. Sample According to Ronny Kountur, sampel adalah bagian dari populasi. Pada umumnya, kita tidak bisa mengadakan penelitian kepada seluruh anggota dari suatu populasi karena terlalu banyak. Apa yang bisa kita lakukan adalah mengambil beberapa representatif dari suatu populasi dan kemudian diteliti. Representatif dari populasi ini yang dimaksud dengan sampel. (2007) In this research, writer uses purposive sampling method. From this method writer got 50 customers as the respondents. According to Ronny Kountur, purposive sampling adalah teknik sampling yang digunakan peneliti jika mempunyai pertimbangan-

pertimbangan tertentu dalam pengambilan sampelnya atau penentuan sampel untuk tujuan tertentu. (2007) 5. Research Variables Research variables in this paper are: a. Product According Medha Behera, product is anything that can be offered to a market for attention, acquisition, uses, or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organizations, and ideas. (2008) b. Price According Medha Behera, pricing must be competitive and must entail profit. The pricing strategy can comprise discounts, offers and the like. (2008) c. Place According to Medha Behera, place refers to the place where the customers can buy the product and how the product reaches out to that place. This is done through different channels, like Internet, wholesalers and retailers. (2008)

d.

Promotion

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According to Medha Behera, promotion includes the various ways of communicating to the customers of what the company has to offer. It is about communicating about the benefits of using a particular product or service rather than just talking about its features. (2008) e. People According to Medha Behera, people refer to the customers, employees, management and everybody else involved in it. It is essential for everyone to realize that the reputation of the brand that you are involved with is in the people's hands. (2008) f. Process According to Medha Behera, process refers to the methods and process of providing a service and is hence essential to have a thorough knowledge on whether the services are helpful to the customers, if they are provided in time, if the customers are informed in hand about the services and many such things. (2008) g. Physical Evidence According to Medha Behera, physical Evidence refers to the experience of using a product or service. When a service goes out to the customer, it is essential that you help him see what he is buying or not. For example- brochures, pamphlets etc serve this purpose. (2008)

6. Data Analysis

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According to Nur Indrianto and Bambang Supomo, paradigma kualitatif merupakan paradigma penelitian yang menekankan pada pemahaman mengenai masalah-masalah dalam kehidupan sosial berdasarkan realitas atau natural setting yang holistis, kompleks dan rinci. (2002) In this research, writer uses qualitative analysis by analyzing the data based on observation, interview result and the answers to the questionnaires given. Writer will group them based on the existing criteria then sum them up to find out the percentage and then make some conclusion.

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