ANALISIS ORIENTASI PERUSAHAAN DAN STRATEGI BAURAN PEMASARAN EKSPORTIR DI BALI (Studi Kasus pada CV “Garuda Bali”)

BULETIN STUDI EKONOMI Volume 11 Nomor 1 Tahun 2006

AUTHOR:
I Gusti Ngurah Jaya Agung Widagda K.

ABSTRACT:

The disaster happened in Indonesia in general and in Bali especially had caused mess  and disorder economic and global economic fluctuation recently caused every company had to face an “uncertainty” situation. All efforts and ways had been taken by companies to anticipate such symptom; but some companies were able to overcome, some failed. Company orientation is very important to give direction to the companies where to step. CV Garuda Bali only follow the concept of which orientation is only to the customers, but marketing mix with variables including segmentation strategy, targeting, positioning and marketing mix strategy. In general we can say that the companies have applied segmentation and targeting well while company positioning has not been realized because the products produced have no trade mark yet. For marketing mix strategy has applied successfully, even though the strategies have not been explained in detail.

Key words : company orientation, marketing strategy, marketing mix

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