PENENTUAN STRATEGI PEMASARAN PRODUK MINUMAN ENERGI DENGAN TEORI PERMAINAN (GAME THEORY) UNTUK MENINGKATKAN MINAT KONSUMEN DI WILAYAH SURABAYA TIMUR

Dwi Sukma , Donoriyanto (2010) PENENTUAN STRATEGI PEMASARAN PRODUK MINUMAN ENERGI DENGAN TEORI PERMAINAN (GAME THEORY) UNTUK MENINGKATKAN MINAT KONSUMEN DI WILAYAH SURABAYA TIMUR. Jurnal Penelitian Ilmu-Ilmu Teknik, 10 (1). pp. 11-18. ISSN 1411-9102

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    Abstract

    With so many brands of energy drinks are in the market today like Hemaviton, Lipovitan, Red Bull, M-150, Kuku Bima Ener-G, and Extra Joss enables consumers of energy drinks is difficult to choose which ones suit them. This resulted in the emergence of increasing competition and allowing the seizure of the market. Each producer should know how far the level of competitiveness against competitors in gaining market share, so we need a proper marketing strategy for the product. One approach that is used to determine and anticipate competitive marketing strategy is to use game theory on energy drink, which is used to grab market share. In processing, the optimal game value obtained, we can know the benefits of each energy drink that is to Hemaviton have advantages in marketing the strategy Advertising and Packaging. To Lipovitan, Lipovitan have advantages in marketing at Quality strategy, packaging and product content. For Red Bull, Red Bull has the advantage in marketing at Advertising strategies and content of the Product. For M-150, F-150 has the advantage in marketing at Quality strategy, packaging and product content. To Kuku Bima Ener-G, Kuku Bima Ener-G has the advantage in marketing at Rasa Macam strategy. For Joss Extra, Extra Joss has advantages in marketing the kind of taste and availability strategy.

    Item Type: Article
    Subjects: H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products
    Divisions: UPN Jatim Journal > Jurnal Penelitian Ilmu-Ilmu Teknik
    Depositing User: Users 2 not found.
    Date Deposited: 16 Mar 2012 15:00
    Last Modified: 16 Mar 2012 15:00
    URI: http://eprints.upnjatim.ac.id/id/eprint/2978

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