Analysis of Marketing Strategy and Tactics to Create Value for Customer in PT. Taharica

Abstract

PT. Taharica is a company focusing on industrial trading and engineering solution providers for more than 20 years. This company is one of the distributors of various industrial tools and services. Starting from instruments, testing machines, data loggers, x-rays, scales, laboratory instruments. PT. Taharica experienced a decline in sales in 2018-2019 after having increased in 2017-2018. Efforts can be made One of the ways to increase sales by increasing customer satisfaction. Marketing value can be used to increase customer satisfaction. This study aims to determine the appropriate value for PT. Taharica through value marketing. A marketing strategy consisting of segmenting, targeting, and positioning and marketing tactics, consisting of differentiation, marketing mix, and sales, is also required in determining marketing value. The results of this study indicate that there are several aspects of marketing tactics that need to be improved by PT. Taharica, differentiation, place, people, and process in marketing mix and selling. Marketing values that are proposed by researchers through service values are as follows: (1) prompt delivery, capability of human resources, so as to achieve fast and satisfying service, (3) fast order process without compromising on quality, (4) Get closer to the customer by providing fast and precise solutions.