Analisis Strategi Pemasaran PT. Perkebunan Nusantara V Kota Pekanbaru Dalam Menghadapi Perubahan Pasar Teknologi, Politik, dan Kompetisi

Abstract

The tittle of this research is “The Marketing Strategy Analysis Of PT. Perkebunan V Pekanbaru Facing Changes in Technology, Markets, Competition and Politics”. The purpose of this study was to analyze the marketing strategy of PT. Perkebunan V Pekanbaru on product, price, location, and promotion. In the face of market changes, technology, politics, and competition. The method used descriptive analysis method (qualitative) and breaks the data set to be analyzed so as to give a clear picture of the facts and nature. As well as the relationships between the phenomenon being studied and the method truangulasi. Comparing data of observation with data of interview, compare with what people are saying about the situation of open and close. Comparing state and perspectives of a person with different opinions and views of people and compare the result of interviews with the content of a document relating to the research. In the overall process of marketing activities carried out by PT. Perkebunan V Pekanbaru was not easy to run perfectly. Because there in marketing activity involving many parties that influence decision making. Such as buying and selling which is always followed by marketing conditions, government, corporate partners, and enterprise customers, because the company is a state – owned enterprises. The result show that two proposition. First, the study states that PT. Perkebunan V Pekanbaru implementing marketing strategies (marketing mix) in the face of market changes. Technology, politics and competition through some of the content,namely: Product, price, location and promotion The second propotion the result showed the Nusantara V PT. Perkebunan Pekanbaru City has implemented City has implemented a marketing strategy (marketing mix) in the face of market change, technological, political and competition. Except for two sub-factors which are due to the promotion of political change and due to location. PT. Perkebunan Nusantara V Pekanbaru not promoting or influencing governmental process. How ever, the government policies that affect the company and currently the company does not do much of the site due to political change