Jurnal

ANALISA STRATEGI BAURAN PEMASARAN PADA PERUSAHAAN JASA FREIGHT FORWARDING: RENCANA, IMPLEMENTASI, DAN EVALUASI KEBIJAKAN YANG MEMPENGARUHI KINERJA PEMASARAN

TESIS

Diajukan untuk memenuhi sebagian syarat guna memperoleh derajad sarjana S-2 Magister Manajemen Program Studi Magister Manajemen Universitas Diponegoro

Oleh : Berti Setiowati NIM C4A005024

PROGRAM STUDI MAGISTER MANAJEMEN PROGRAM PASCA SARJANA UNIVERSITAS DIPONEGORO SEMARANG 2007

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ABSTRACT

MARKETING MIX STRATEGY ANALYSE FOR FREIGHT FORWARDING SERVICE COMPANY : PLAN, IMPLEMENTATION AND POLICY EVALUATION WHICH INFLUENCE MARKETING STRATEGY

Prominent business from freight forwarder are buying transportation service from various voyage or carrier and make some series of shipment from several shipper into little or big amount, to the certain purpose with more cheap price. From this perspective freight forwarding service looked important by enterprise to gets two purposes that are consumer satisfaction (condition, product, sending, on time and on place delivery) and cost economize (avoid of didn’t need activity and cost to handling cargo and document matters by self.) Slope of sale income and volume experienced PT. OSS in month of November 2005 and income graph didn’t stable or fluctuate until month of October 2006 to be serious set of problems and must be finished. More race enterprise are spring up in Semarang make PT. OSS demanded to increase marketing performance and plan of exactly marketing performance. Marketing mixture in the service sector (product, price, place, promotion, people, process, customer service) influence one of the others, if one of them not proper organized, it will influence all marketing strategy. After by means of SWOT analyze, knows superiority, weakness, threat and change which enterprise property. From here plan strategy of enterprise and policy implementation to the PT. OSS, until can increasing marketing performance. Need to know that marketing performance...