Developing Strategic Marketing Plan for Artificial Flower Bouquet Business in Bandung City
Abdullah Al Aliyi Surtawijaya (a*), Dedi Sulistiyo Soegoto (b)

a) Universitas Komputer Indonesia
Jalan Dipati Ukur 112-114, Bandung 40132, Indonesia
aasurtawijaya[at]mahasiswa.unikom.ac.id

Abstract

This study aims to develop strategic marketing plan for artificial flower bouquet business in Bandung City. The method used in this study is qualitative analysis descriptive through marketing mix 4Ps theory and Porters five competitive forces theory. The result of the research produced strategic marketing plan for all marketing mix 4Ps aspects such as product, price, place and promotion. The resulting strategic marketing plan becomes more focused because it is produced on the basis of Porters five competitive forces. This research can be helpful for the business owner especially to take right strategic marketing plan .

Keywords: strategic marketing plan, marketing mix, five competitive forces

Topic: Entrepreneurship

Link: https://ifory.id/abstract-plain/B7K3VbhCT42j

Web Format | Corresponding Author (Abdullah Al Aliyi Surtawijaya)