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"PT. Prima Value Indonesia is a management-consulting company which built by passion to give the clients the best services and solutions and also add value to their businesses. Its main dimensions of specialization are management consultancy, research and survey, also knowledge development. New product or service development can be fail to be introduced or sell by many small business such as PT, Prima Value Indonesia as the consulting management companies because of its low profile characteristic. This final report is using some tools such as marketing mix and the SWOT analysis to analyze the internal and external factors of the company, and also to analyze their marketing strategy. Regarding to the TOWS Matrix of PT. Prima Value Indonesia, the company for this time could reach new potential clients and also could increase and maintain their promotion, by implementing SO Strategies, using company's internal strengths to take advantage of external opportunities. Furthermore, the company at this time could focus on the subject of property and pharmacy in doing workshops services as application of managing "focus strategy" in order to get to know their segments intimately and pursues either cost leadership or differentiation within their target segment. Those suggestions are expected could be use by the company to pursue its marketing objectives in the target market and also to position themselves strongly in the chosen target markets."

"Meningkatnya aktivitas dalam jaringan sepanjang lima tahun terakhir serta mudahnya akses teknologi mengubah gaya masyarakat global dalam memproduksi maupun mengonsumsi konten, termasuk dalam bidang hiburan seperti bermain gim. Genshin Impact menjadi salah satu role-playing game (RPG) yang meledak di pasaran termasuk di Indonesia. Dengan menggunakan konsep transmedia branding dari Tenderich, peneliti ingin menggali bagaimana implementasi elemen tersebut dalam kampanye yang dilakukan Genshin Impact. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis isi. Hasil penggalian menunjukan bahwa penerapan transmedia branding oleh Genshin Impact didominasi oleh aspek partisipasi, dimana mereka memanfaatkan budaya populer, artis yang terlibat, serta penggemar untuk meningkatkan keterlibatan mereka dalam mempromosikan gim tersebut; sedangkan aspek lainnya yaitu naratif dan brand lebih tidak dominan meski tetap digunakan.

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The growth of online activities in the last five years and the accessibility of technology have changed the way the global community produces and consumes content, including gaming. Genshin Impact became one of the role-playing-games (RPG) that exploded in the market, including Indonesia. By using the concept of transmedia branding from Tenderich, this paper would like to explore how the implementation of these elements in the campaign carried out by Genshin Impact. This research uses a qualitative approach with a content analysis method. The results show that the implementation of transmedia branding by Genshin Impact is dominated by the participation element, where they utilize popular culture, involving actresses and fans to increase their engagement in promoting the game; while the other aspects, namely narrative and brand, are less dominant even though they are still used."

"Dalam menghadapi tingkat persaingan bisnis global, perusahaan yang sudah berskala industri seperti manufaktur cat harus mampu untuk siap berdaya saing tinggi dan meningkatkan standar kinerja perusahaannya. PT. OPQ merupakan perusahaan cat yang pada saat ini masih belum mencapai keuntungannya. Walaupun pendapatan perusahaan meningkat, namun pada hakikatnya pertumbuhan perusahaan mengalami penurunan yang cukup signifikan. Hal ini dikarenakan beban operasional yang meningkat sehingga perusahaan mengalami kerugian dari tahun ke tahun. Setiap perusahaan pasti memiliki kesalahan atau kekurangan dalam strateginya. Salah satu strategi yang dapat mengatasi masalah iniadalah dengan pendekatan Porter’s Value Chain Analysis (VCA). Penelitian ini dilakukan untuk mengevaluasi aktivitas perusahaan PT. OPQ berdasarkan penerapan VCA dalam menciptakan potensi keunggulan kompetitifnya. Penelitianini menggunakan pendekatan kualitatif dengan metode studi kasus, dan menggunakan instrumen penelitian wawancara dan observasi. Hasil penelitian menunjukkan bahwa terdapat banyak keunggulan pada aktivitas-aktivitas perusahaan, di antaranya seperti proses produksi dengan sistem semi- auto, area pendistribusian yang luas, layanan after-sales dan relasi yang baik dengan pemasokdalam jangka waktu yang panjang. Namun masih banyak pengembangan yang harus dilakukan dalam penciptaan keunggulannya, di antaranya adalah penerapan FIFO dan JIT pada aktivitas inbound logistics, merencanakan pengendalian biaya pemasaran dan menerapkan target costing untuk menghasilkan laba perusahaan.

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In facing the level of global business competition, companies that are already on an industrial scale, such as paint manufacturers, must be able to prepare to be highly competitive and improve their company performance standards. PT. OPQ is a paint company that is currently not yet profitable. This is due to increased operating expenses, which have caused the company's revenue growth to decline. Every company must have deficiencies in its strategy. Strategy that can overcome this problem is Porter's Value Chain Analysis (VCA) approach. This research was conducted to evaluate the activities of PT. OPQ based on VCA approach in creating a potential competitive advantage. This study used a qualitative approach with a case study method, using interviews and observational research instruments. The results of the research show that there are many advantages to the company's activities. Among them are having a production process with a semi-autonomous system, a large distribution area, after-sales service, and good relationships with suppliers over the long term. However, there is still a lot of development that needs to be done in order to create its advantages, including the application of FIFO, JIT, planning marketing cost control, and implementing target costing to generate company profits."

"Memasuki awal tahun 2000 terjadi pertumbuhan penjualan yang pesat pada produk kredit pemilikan rumah (KPR) yang dipicu oleh pertumbuhan industri properti. Bank X merupakan salah satu pelaku dalam indutri perbankan yang berusaha menangkap peluang tersebut. Dalam industri perbankan, untuk memasarkan produk KPR setiap bank banyak bekerjasama dengan para pengembang karena produk ini spesifik ditujukan untuk konsumen yang hendak melakukan pembelian rumah atau properti lainnya. Pada penelitian ini Bank X melakukan kerjasama dengan para perusahaan pengembang tcrardiasi maupun non terafiliasi.Pasca dikeluarkan produk KPR yang pertama pada tahun 1996, Bank X mampu mencetak penjualan produk KPR yang cukup tinggi yang dipicu dari pertumbuhan properti yang dimiliki perusahaan pengembang terafiliasi. Namun demikian, seiring dengan menurunnya penjualan properti perusahaan pengembang terafiliasi, maka penjualan KPR mengalami penurunan juga. Kondisi ini diperburuk dengan adanya tekanan dari pesaing yang mulai mengambil pangsa pasar Bank X.Penelitian ini ditujukan kepada konsumen akhir dan marketing developer dimana masingmasing menggunakan 100 responden. Jenis penelitian yang digunakan adalah penelitian deskriptif, dimana pada penelitian ini akan digambarkan pendapat konsumen akhir Iewat grafik dan tabei frekuensi. Pada penelitian marketing developer, dievaluasi kinerja Bank X dengan menggunakan analisis kesenjangan.Penelitian ini bertujuan untuk melihat peranan marketing developer terhadap proses pengambilan keputusan pemilihan KPR yang dilakukan oleh konsumen akhir. Tujuan kedua adalah untuk melakukan evaluasi performa Bank X terhadap ekspektasi para marketing developer.Seperti telah dikemukakan sebelumnya, bahwa pihak Bank X memasarkan produk KPR melalui kerjasama dengan perusahaan pengembang. Observasi dilapangan menunjukkan, konsumen memiliki interaksi yang kuat dengan para marketing developer dari perusahaan pengembang pada saat proses pengambilan keputusan pembelian rumah. Interaksi inilah yang selanjutnya akan diberdayakan oleh Bank X untuk memaksimalkan penjualan produk KPR. Lewat interaksi ini maka Bank X akan menggunakan marketing developer sebagai influencer pada keputusan pembelian pemilihan bank KPR yang akan dilakukan oleh konsumen.Di sisi lain, terkait dengan keinginan untuk memberdayakan marketing developer maka Bank X berusaha untuk menjaga hubungan sebaik mungkin. Hubungan baik ini akan tercipta jika performa perusahaan sesuai dengan ekspektasi marketing developer. Jika terjadi kepuasan pada marketing developer terhadap performa Bank X maka akan memotivasi mereka untuk melakukan rekomendasi kepada konsumen akhir. Pada konsumen akhir, hasil penelitian menunjukkan bahwa mayoritas konsumen mencari KPR pada saat bersamaan dengan mencari rumah maupun setelahnya. Hasil penelitian juga menunjukkan 85% responden mengatakan bahwa marketing developer terbukti berperan dalam setiap aktifitas keputusan pemilihan KPR.Pada marketing developer, hasiI penelitian menunjukkan bahwa relationship antara account officer dengan marketing developer berlangsurig dengan baik. Kesenjangan terbesar terjadi adalah pada aspek insentif diikuti pada aspek proses. Namun demikian secara keseluruhan kesenjangan pada semua aspek yang diteliti berada pada tingkat yang rendah.Rekomendasi yang dibangun berdasarkan penelitian meliputi beberapa hal. Pada konsumen akhir, perusahaan disarankan untuk memberdayakan marketing developer untuk menjadi influencer pada tahap proses pencarian informasi rumah, evaluasi rumah serta pada saat pembayaran uang muka. Pada marketing developer, perusahaan perlu mempercepat proses persetujuan kredit, serta meninjau kembali besaran insentif serta kecepatan proses pencairannya. Rekomendasi untuk penelitian lebih lanjut adalah dengan melakukan analisis kesenjangan pada konsumen akhir serta melakukan penelitian pada beberapa bank yang menyediakan KPR secara bersamaan.

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Entering the year of 2000, there has been a rapid sale growth for the product of housing ownership credit (KPR) which is triggered by the property industry growth. Bank X is one of stakeholders in the banking industry which endeavor to catch this opportunity. In the banking industry, in order to market the KPR product, many banks established cooperation with some developers, because this product is specifically intended for the consumers wishing to purchase a house or other properties. In this research, the Bank X has established cooperation with the affiliated developers and non- affiliated ones.

After the first launch of KPR product in the year of 1996, Bank X has been able to obtain a high sale for the KPR product which is triggered by the growth of properties owned by the affiliated developers. However, in line with the decreasing sale of properties produced by the affiliated developers, then the sale of KPR has also decreased. This condition has been deteriorated by the existence of pressure from the competitors which take over the market share of Bank X.

This research is directed to the end consumer and marketing developer, which use 100 respondents. The type of research applied is descriptive research, in which the opinions of the end consumers will be described through the graph and frequency table. In the marketing developer research, the performance of the Bank X is evaluated by using the imbalance analysis.

This research is aimed at identifying the role of marketing developer in the process of decision making on the KPR selection by the end consumers. The second aim of this research is to perform an evaluation on the performance of Bank X relating to the expectation of the marketing developer.

As suggested previously, that Bank X has marketed the KPR product through the cooperation with the developer company. The field observation reveals that the consumers have a substantial interaction with the marketing developer from the developer company at the time of making decision on purchasing a house.

It is this interaction that will subsequently be empowered by the Bank X to maximize the sale of KPR product. It is through this interaction that the Bank X will employ the marketing developer as the influencer in making decision on selecting the KPR bank by the consumers.

On the other side, in its relation to the eagerness of empowering the marketing developer, then Bank X has endeavored to maintain a good relationship as much as possible. This good relationship can only be maintained if the performance of the company is appropriate to the expectation of the marketing developer. If there is a satisfaction on the marketing developer regarding the performance of Bank X, then it will motivate them to provide a recommendation to the end consumers.

For the end consumers, the results of research reveal that majority of consumers find the KPR simultaneously with finding the house or after that. The results of research also reveal that 85% of respondents said that marketing developed proved to have a role in every decision making activity relating to the KPR.

At the marketing developer, the results of research reveal that the relationship between the account officers with the marketing developer can be well maintained. The largest discrepancy is on the incentive aspect followed by the process aspect. Nevertheless, as a whole, the discrepancy on all aspects being research is placed on the low level.

Recommendation built on this research involves some matters. At the end consumer, the company is recommended to empower the marketing developer to become the influencer in the process of finding information on the house, evaluation on the house and at the time of paying the down payment. At the marketing developer, the company should accelerate the credit approval process. The recommendation for further research is by performing a discrepancy analysis at the end consumer as well as performing the research on several banks which provide the KPR simultaneously."

"Combining time-tested marketing tools with the global trends, this book guides you through every step of the strategy process. It includes advice on global marketing, e-commerce, and other business tools such as product positioning, strategic gap, and strategic portfolio analysis"

"Pada masa sekarang ini, industri perbankan nasional mulai melakukan recovery setelah beberapa dekade sebelumnya mengalami krisis sejak pertengahan tahun 1997, diawali dengan terjadinya krisis moneter, akibat dari jatuhnya nilai rupiah terhadap valuta asing sehingga neraca pembayaran menjadi negatif, lalu diikuti krisis perbankan, krisis ekonomi, krisis sosial, krisis kepercayaan dan akhirnya krisis politik.Selanjutnya di bidang perbankan Pemerintah melakukan suatu kebijakan untuk mengatasi krisis perbankan tersebut, antara lain : melikuidasi 16 bank, membentuk BPPN untuk menyehatkan bank-bank, tindakan membekukan bank-bank bermasalah, take over bagi bank yang masih bisa diselamatkan, merger dsb. Diantara kebijakan pemerintah tersebut yang dianggap menarik bagi penulis adalah Pengumuman Pemerintah pada tanggal 21 Agustus 1998 mengenai mergernya empat bank pemerintah menjadi Bank Mandiri, Kredit bermasalah empat bank tersebut diserahkan ke AMU-BPPN, sementara Bank BRI khusus menangani KUK dan bisnis ritel banking untuk mendukung pengembangan usaha kecil dan koperasi. Seperti kita ketahui bersama bahwa pangsa pasar ritel banking saat ini merupakan pasar bagi semua perbankan, mengingat ketangguhannya pada saat krisis moneter, sehingga menjadi pasar yang menarik minat bagi seluruh perbankan nasional, bahkan bank yang berstatus "corporate banking" pun masuk juga ke pasar ritel.Berdasarkan kondisi tersebut diatas PT Bank Rakyat Indonesia (Persero) Tbk dituntut untuk bersaing, mengembangkan bisnisnya dan tetap eksis dalam percaturan bisnis ritel banking terutama dalam meningkatkan kredit ritelnya. Untuk melakukan strategi pemasaran kredit ritel tersebut, maka di sini Bank BRI perlu melakukan suatu analisis. Analisis SWOT akan memberi informasi mengenai : kekuatan, kelemahan, peluang dan ancaman, setelah dilakukan tabulasi dengan menggunakan bobot dan skala, maka akan didapatkan posisi dalam matrik SWOT untuk menentukan grand strategy apa yang harus dilakukaa Dengan melakukan analisis kinerja industri perbankan nasional, seperti : CAR, NPL, ROA, ROE, NIM, BOPO, LDR dan rasio-rasio lainnya, maka akan didapatkan posisi Bank BRI dalam peta persaingan perbankan nasional. Selanjutnya dengan melakukan analisis STP (Segmentation, Targeting, Positioning), akan didapatkan suatu gambaran mengenai segmen, target serta posisi apa dan bagaimana produk kredit ritel Bank BRI di benak calon nasabah maupun nasabahnya, sehingga pemasaran kredit ritel tersebut - sebagai implementasi strategi fungsional, dapat mencapai tepat pada sasarannya

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In this time, national banking industry starts to recover after hit by crisis since the middle of the year 1997 a few decades before, in which started by monetary crises caused by the fall of rupiah value to the foreign currency until the balance of payment become negative. The crises then followed by banking crisis, economy crisis, social crisis, believe crisis, and then politic crisis.

Then in the banking field, the government make a regulation to overcome the banking crises, which are: liquidate 16 banks, create BPPN (Badan Penyehatan Perbankan Nasional - Indonesian Banking Restructuring Agency) to recover the banks, liquidate banks with problems, take over for the banks that can still be saved, merger, and so on. Between those regulations, one that interesting to the writer is that the government announcement on 21 August 1998 about the merger of four public banks to become Bank Mandiri. Credit problem of those four banks was given to AMU (Asset Management Unit) BPPN, while Bank BRI handle KUK (Kredir Usaha Kecil - small business credit) and banking retail business to carry the developing of small business and cooperation. As we know together that nowadays, the segment of retail banking market is a market for all banking, considering that its strength during monetary crisis, hence become an interesting market for all national banking, in fact banks with status as "corporate banking" also get in to this retail market.

Based on above condition PT Bank Rakyat Indonesia (Persero) Tbk is demanded to compete, developing its business and still exist in the field of banking retail business, especially in increasing its retail credit To implement the strategy of the retail credit marketing, Bank BRI need to make an analysis. SWOT analysis will give information about strength, weakness, opportunity, and threat. After doing tabulation using weight and scale, will be drawn a position in SWOT matrix to decide what grand strategy to be done. By doing national work industry banking analysis, such as: CAR, NPL, ROA, ROE, NIM, BOPO, LDR, and others ratio, so would be got Bank BRI position in national banking competitiveness map. Then, by doing STP (Segmentation, Targeting, Positioning) analysis, will be resulted a picture about segment, target, and what position, and how Bank BRI retail credit product seen by applicant customer or its customer, until the retail credit marketing, as functional strategy implementation, can reach its real target."

"Designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation, this text and casebook discusses the concepts and processes for gaining a competitive advantage in the marketplace. The new edition of Strategic Marketing uses a decision-making process to examine the key concepts and issues involved in analyzing and selecting strategies. Marketing strategy is considered from a total business perspective, examining marketing strategy beyond the traditional emphasis on marketing functions. The length and design of the book offer flexibility in the use of the text material and cases. New features and updated cases have made this text the most relevant text in the market today."