abstrac: As a traditional herbal medicine company that already established for almost 150 years, PT. Nyonya Meneer has become a family company that served people healthy in Indonesia. One of the impacts from the economy crisis had caused a lot of people back to nature as an alternative for keep their health. Based on SWOT analysis, PT. Nyonya Meneer has strength on several aspect, such production process that followed on the good manufacturing practices on the traditional medicine (CPOTB), the tight quality control, advance research and development, the complete range of variety products, sustainable business growth and continuous innovation. Meanwhile, the weaknesses are unstable company organization, lack of training of human resources, dependency on the raw materials and the vacuum of several distributors. Opportunities that rise are consumer behavior, domestic and export market, consumer loyalty and the advantage of herbal medicine. The threats that exist are the competition that becoming very crowded recently, imported herbal medicine, the tight of abroad regulation for export and chemical contained from several traditional herbal medicines. PT. Nyonya Meneer marketing strategy application shown that PT. Nyonya Meneer is on the quadrant I, which is an aggressive marketing strategy. This brings the consequences that PT. Nyonya Meneer should promote harder in order to establish their products in the market. Keywords: Marketing Strategy, Traditional Herbal Medicine Company (Hapsari, Ellok Primestania Novita)
Posted on: Fri, 21 Jun 2013 08:23:42 +0000
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