Analisis Orientasi Perusahaan Dan Strategi Bauran Pemasaran Eksportir Di Bali (Studi Kasus pada CV “Garuda Bali”)

COMPANY ORIENTATION ANALYSIS AND THE STRATEGY OF MARKETING MIX OF EXPORTER IN BALI
(Case Study at CV “Garuda Bali”)

I Gusti Ngurah Jaya Agung Widagda K.
Jurusan Manajemen
Fakultas Ekonomi, Universitas Udayana, Denpasar

ABSTRACT

The disaster happened in Indonesia in general and in Bali especially had caused messand disorder economic and global economic fluctuation recently caused every company had to
face an “uncertainty” situation. All efforts and ways had been taken by companies to anticipate such symptom; but some companies were able to overcome, some failed.
Company orientation is very important to give direction to the companies where to step. CV Garuda Bali only follow the concept of which orientation is only to the customers, but marketing mix with variables including segmentation strategy, targeting, positioning and
marketing mix strategy. In general we can say that the companies have applied segmentation and targeting well while company positioning has not been realized because the products produced have no trade mark yet. For marketing mix strategy has applied successfully, even though the strategies have not been explained in detail.
Key words : company orientation, marketing strategy, marketing mix

ABSTRAK

Kejadian yang menimpa Indonesia umumnya dan Bali khususnya sangat memporakporandakan sendi perekonomian ditambah dengan fluktuasi ekonomi global
mengakibatkan setiap perusahaan menghadapi situasi “uncertainty”. Segala macam cara telah ditempuh oleh perusahaan untuk menyikapi gejala tersebut, tetapi ada perusahaan yang mampu mengatasi ada yang tidak.
Orientasi perusahaan sangat penting dalam memberikan arah pada perusahaan ke mana akan melangkah. CV Garuda Bali telah mengikuti konsep yang orientasinya hanya pada konsumen, sedangkan strategi pemasaran dengan variabel meliputi strategi segmentasi,
targeting, positioning, dan bauran pemasaran. Secara umum dapat dikatakan bahwa CV Garuda Bali telah menerapkan segmentasi dan targeting dengan baik, sedangkan positioning belum terealisasi. Hal ini disebabkan oleh produk yang dihasilkan belum menggunakan merek. Untuk strategi bauran pemasaran telah diterapkan dengan berhasil walaupun tidak secara spesifik strategi-strategi tersebut dijabarkan.
Kata kunci: orientasi perusahaan, strategi pemasaran, bauran pemasaran

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