STRATEGI PEMASARAN ASURANSI JP-ASTOR PADA PT. JASARAHARJA PUTERA SURAKARTA

Pratiwi, Annisa Hanum (2009) STRATEGI PEMASARAN ASURANSI JP-ASTOR PADA PT. JASARAHARJA PUTERA SURAKARTA. Other thesis, Universitas Sebelas Maret.

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    Abstract

    Every company needs an effective marketing strategy in marketing its product. The concepts related to the marketing strategy are target market, consumers’ wish and marketing mix. In this final project writing, the writer limits her discussion to the marketing strategy the PT. Jasaraharja Putera Surakarta does and theeffect of marketing strategy on the insurance marketing of Jasaraharja Putera. The objective of final project writing is to get a clear description about the marketing strategy and effect of marketing strategy on the insurance marketing of Jasaraharja particularly JP-ASTOR. Techniques of collecting data employed were direct interview with the employee staff of PT. Jasaraharja Putera and literary study by studying the literatures and references relevant to the marketing strategy issue. This writing is descriptive in nature describing factually and systematically the object studied to find out the marketing strategy such as segmenting, targeting, positioning, and marketing mix used by the company. The survey data on consumers from the company would be displayed in the form of segmenting table and then the conclusion was drawn. The strategy PT. Jasaraharja Putra Surakarta takes in choosing the target market is differentiated marketing. This strategy involves the observation on a variety of insurance products existing there that is chosen for the research or not chosen. Then, it is documented using the camera. The marketing strategy employed was segmenting, targeting, positioning, and developed using the marketing mix. Based on the result of discussion, in marketing its product, PT. Jasaraharja Putera Surakarta uses directed marketing strategy, namely, STP encompassing segmenting, targeting, positioning and marketing mix strategy. The effect of market segmenting on the marketing is that it focuses on the selected market, the target market determines the targeted market, positioning has a competitive advantage while the proper marketing mix combination will improve the sale volume. The selected segment is all economic classes, either middle-lower or middle-upper. Recently, PT. Jasaraharja Putera is in maturity stage. The recommendation the writer gives is to improve the consumer service and to improve the promotion activity.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HB Economic Theory
    H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    Divisions: Fakultas Ekonomi > D3 - Manajemen Pemasaran
    Depositing User: Devi Nurlita Sari
    Date Deposited: 22 Jul 2013 15:34
    Last Modified: 22 Jul 2013 15:34
    URI: https://eprints.uns.ac.id/id/eprint/7783

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