Competitive marketing strategy in the hand tractor industry : a case study of the Bina Pertiwi Company in Indonesia | |
| Author | Zuhad, Ichyaudin |
| Call Number | AIT RSPR no. SM-93-29 |
| Subject(s) | Tractor industry--Indonesia Marketing--Indonesia |
| Note | Research study submitted in partial fulfillment of the requirement for degree Master of Business Administration. |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-93-29 |
| Abstract | Bina Pertiwi Co. Ltd, is the authorized distributor company for agricultural machinery and equipment. In line of the development of its business Bina Pertiwi, it has developed businesses as the authorized distributor of products like forklift, golf equipments and air compressor. In this study, it is carried out the formulation of marketing strategy in terms of the specific product, hand tractors. The formulation of marketing strategy in this study will include the marketing strategy in general that involves the objectives, market target and development of marketing strategy. By implementing the proposed framework as the basis, the marketing strategy will be formulated by following the existing corporate strategy. Firstly, the activity is the analysis of internal environment to identify the strengths and weaknesses of Bina pertiwi Co. Ltd. Secondly, the external environment analysis of the company to identify the opportunities and threats which presents the environment of hand tractor industry in Indonesia. Lastly, it will be formulated the marketing strategy with the proposed framework by considering the strengths, weaknesses, opportunities and threats. |
| Year | 1993 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-93-29 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration in International Business (Publication code = SM) |
| Chairperson(s) | Hertzberg, Ellen |
| Examination Committee(s) | Swierczek, F.W.;Ramanathan, K. |
| Scholarship Donor(s) | The Royal Thai Government. |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1993. |