Apple Essay example

959 Words Mar 13th, 2016 4 Pages
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THE INFLUENCE OF MARKETING MIX TOWARDS SALES VOLUME AT GOOD DAY
Genoveva Claudia

By:
Agatha Rannu Pati Senda
Mega Rizky
Varianto Ciawi

Marketing 2013

CHAPTER I
INTRODUCTION

1.1 THEORITICAL FRAMEWORK

PRODUCT
PRODUCT

SALES
SALES
PRICE
PRICE

PROMOTION
PROMOTION

PLACE
PLACE

1.2 RESEARCH PROBLEM Brand | Year | | 2013 | 2014 | 2015 | Nescafe | 43.14% | 28.4% | 30.4% | Granita | 20.97% | 30.2% | 22.0% | Good Day | 9.22% | 5.2% | 10.9% | Kopiko 78’C | - | 5.5% | 7.4% | Capucini | 5.41% | 5.6% | 5.0% | *Top Brand Index of Ready to Drink Coffee year 2013-2015 Based on data above, Good
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5. To determine the simultaneously influence of Product, Price, Promotion and Place towards change in sales at Good Day.

CHAPTER 2 LITERATURE REVIEW 2.1 CONCEPT of 4 P’S Much of the original philosophy about the marketing mix emerged from the work of McCarthy (1960), who saw the four principal elements of marketing mix to be the Product, Price, Promotion and Place (Distribution). Subsequently, the marketing mix has been developed to include the three ‘softer’ elements of People, Physical evidence and Process management. Thomas (1987, p. 238) has highlighted, that product offered by a company will ultimately determine the nature of the business and the marketplace perception of the business. The principal concern of most organizations is usually product strategy and management rather than market strategy and management. Therefore, market strategy for a product is formulated around one or more marketing mix variables which impose strain on the warehousing system that holds such goods. 2.2 MARKETING MIX Once the company has decided on its overall competitive marketing strategy, it is ready to begin planning the details of the marketing mix. The marketing mix is the set of controllable marketing variables that the firm blends to produce the response it wants in the target market. The marketing mix consists of everything that the firm can do to influence the

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