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Company Operates Four Harmonizing Strategic Business Groups Marketing Essay

2526 words (10 pages) Essay in Marketing

5/12/16 Marketing Reference this

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From easy first phase as an instant noodle manufacturer, Indofood has been gradually malformed to turn out to be a Total Food Solutions band with operations in all stages of food industrialized beginning the construction of raw supplies and their meting out from side to side to user foodstuffs on the retailer’s shelf. A leader within its manufacturing in Indonesia, an general allotment structure supports the position of the company’s goods as family circle names in all part of the country

The Company operates four harmonizing Strategic Business Groups (Group):

Consumer Branded Products (CBP), the manufacturer of a array of packaged foods below a number of divisions with Noodles, Food Seasonings, Snack Foods, nourishment & particular Foods and Biscuit. With the attainment of PT Indolakto (Indolakto) during 2008, the Dairy partition becomes the most modern count to the group, providing a muscular occurrence in this stalwartly upward market. CBP Group is supported by the Food Ingredients and wrapping Divisions

Bogasari, primarily a producer of flour as well as pasta. The cluster is supported by a transport part.

Agribusiness, chief activities series from study and progress, oil palm seed propagation and gardening as well as decontamination, branding and marketing of food preparation oils, butter and curbing. In toting up, the assembly is also occupied in the crop growing and giving out of rubber, sugar cane, cocoa and tea.

. Distribution, boasts the most general giving out set-up in Indonesia. It distributes the

majority of the Company’s consumer foodstuffs as well as third party harvest Indofood’s strongest inheritance today is the potency of its brands, many of which have been companions to the people of Indonesia for year.

2.1 Definition of Marketing

The events of a business linked with buying and selling a manufactured goods or service. It includes promotion, selling and delivering goods to community. group who employment in marketing sectors of organizations try to find the awareness of objective audiences by via slogans, wrapping devise, personality endorsements and common media revelation. The four ‘Ps’ of marketing are product, place, price and promotion

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”  – American Marketing Association 

This definition took the AMA years of debate to create.  It is a very comprehensive, yet concise definition, encompassing the product development, marketing communications, pricing, and strategic aspects of marketing. 

“Marketing is everything.” – Regis McKenna 

2.2 Definition of Customer Value and Value Proposition

After decide which markets to serve, the business has also to settle on how to serve the elected target markets. “A company’s value proposition is the set of profit or morals it promises to

deliver to consumers to satisfy their needs” (ibid). The purpose of value proposition is to make different among business entities. It answers a question like this: why I am buying this product from you? It persuades people to give the product a try.

patron value is definite as the “the differentiation between the values the customer gains from owning and using a product and the costs of obtaining the product” (Armstrong & Kotler, 2007. p. 9). Customers choose among different ISPs by comparing the values they supply with the costs incurred for using the product

Fig 1.2.1 A model of value creation and the marketing process

source: Adapted from Kotler Brown Burton Deans Armstrong, (2010), “Marketing” 8th Edition

2.3 Marketing Mix

Marketing mix way a set of policies pertaining to the product, bodily distribution, price and promotion which affects the buying decision of the customers. It consist the elements like Product, Physical, distribution, Price and Promotion. They are under the control of management. By making necessary changes in them we can influence the buying of customers. The success of any business enterprise depends upon marketing and success of marketing depends upon the marketing strategies and the marketing strategies are concerned with the elements of marketing mix.

The Marketing Mix

Marketing mix is also an central impression in modern selling and they are titled as the setoff controllable tools which the firm integrates to produce the response it needs within the market. Marketing mix helps in decision making any of the entrepreneurs is able to integrate the tools and design the market

2.5 Competitor profile

The company is opposing with rivals particularly Wings food, whose Mie Sedaap noodle brand is 20 percent cheaper than Indofood’s main Indomie. For the equivalent brand and flavor of fried noodle, Indomie selling price is RM4.30 and Mie Sedaap is RM3.45. There are other competitors such as Salami or Mie Selera Rakyat who penetrate the market in lower price.

3.1 Product

Product is the nearly all significant component in an organization. Without a product there is no place, no price, no promotion, and no selling. Product is anything that can be accessible to a market to gratify a want or a need. It is the core feature of the marketing mix and is everything kindly and unfavorable, solid and intangible usual in the exchange of an plan, service or good (Kotler 11th edition, 200) Indomie is a food industry for selling and manufacturing several kinds of food, including pasta,biscuits,fried chicken, and a lot of snack foods.Indomie’s’s product are selling most of the world as multi-national company

3.2 Product strategy

soto mie Brand : Indomie

Food name : Mi Goreng

Taste : Instant fried noodle meal

Result in gr. : 84 gr.

The adulthood point, since facing new upward amount of competitors, the place has been shifted from stars to cash intimidate, since the sales and market growth rate has slowed down. Base on Kotler (2004), the strategy that will be proper is the product variation, thus we are going to change the product’s distinctiveness. There are two strategies that we are focusing, firstly, the strategy of superiority enhancement of the raw stuff such as high quality wheat flavor with the realization of the food buttressing such as protein, severe malnutrition and vitamin A in Indomie (mie goreng) fried noodles. Secondly is the strategy of the style upgrading to increase the good looks of the product. We still keep on our original flavor. The supplementary ingredients and health food sticker will be added in the covering. The extra ingredients such as small pieces of fish crackers will make the instant noodles more charmingly serve .indomie will be deliver the customers three different and organized value based on strategy of product delivery

1)A food derived from improved raw materials which will keep it’s original flavor this will be good for the health and fitness of the customers

2)The Mi goring will be full of vitamins,nutrition,and proteins this will be make better for the customers for their balance diet

3)Health food sticker will be added in the covering ,and also additional fish crackers will make the customers to be happy for eating Me goring

3.3 Pricing Strategy

Price rivalry has become a big confront, for Indomie to create price strategy for next year marketing plan. The company is challenging with rivals especially Wings food, whose Mie Sedaap noodle brand is 20 percent cheaper than Indofood’s main Indomie. For the equal brand and flavor of fried noodle, Indomie selling price is RM4.30 and Mie Sedaap is RM3.45. There are other competitors such as Salami or Mie Selera Rakyat who go through the marketplace in lower price. Our market in old age stage characterized by pricing defensively in arrange to keep our market share, thus we are going to commence lower priced combating brand name than our competitors . Related to our excellence product, we will tender the greater help for consumers with the super-value strategy (see below). The price will be cut for 30%, so that the new cost will be set Rp.625 in the market. Based on the market explore and other’s health food issues, Indomie (Mie-goreng) fried noodle more valuable based on the excellence, trustworthiness, and accessibility

In adding up, Indomie (Mie goreng) fried noodle also will use the price-adjustment strategy to normalize the prices, for low-cost shoppers or in other words who lives in deficiency line and still can pay for the Indomie product for utilization. Some of the strategies are quantity discount such as buy 5, 1 free and with special bid valuable pricing for household in eye-catching box up and seasonings from that fascinating

pricing strategy plan, we are hopeful to accomplish the objectives for enlarge the minimum 2% sales, and gross profit.

1)Indomie Mi goreng will be cut 30% purposing ,that all the customers afford to buy Mi goring

2)Also Indomie Mi goreng will use price adjustment to the prices, aiming for low shoppers can afford to buy the product

3)Also another strategy will be use ,making discount example buy 5,free 1

3.4 Promotion Strategy

marketing is more than just distributing goods from the producer to the last buyer. It comprises all the stages among conception of the invention and the after- market which follows the final sale. One of these stages is the publicity. Without advertising, producers and distributors would not be not capable to put on the market, buyers would not know about and keep on to learn by heart products or services, and the recent manufacturing world would disintegrate

Indofood will pay out big financial plan for hold up the Indomie (Mie-goreng) fried noodle promotion strategy. It will be billed with the promotion mix strategy, via the methods of advertising from side to side the television, mass media, billboards, cipher and posters, the additional is the sales promotion with exhibition and exhibits . With the principal market divide and manufactured goods superiority of instant noodles,

Indomie (Mie goreng) fried noodle ought to normally expend more on advertising to sustain its

share and the need to encourage the consumer that the merchandise is exclusive and steadfast (Worked book, 1984).

The nearly all imperative thing in promotion is the memorandum that we fancy to distribute to our

target market. In arrange to imprison the target market and positioning of our brand, we prefer to utilize the jingle “Smart price for anywhere, anytime and anyone”. This is so unpaid to the reality that adverts are completed tidy selection for clients benefited starting more priceless price that can be present in any occasions and festivals.

In this line up of commercials, clients and end customers are made to see devastatingly that Indomie noodles is afraid about the social comfort of clients and the consumer itself. Such as, in the saleable TV of the Valentine phase shows an accessibility of delicious Indomie noodles as a lovers’ joy, or for the period of the Moslem’s fasting month festival, people have new lists in their household budget, Indomie (mie goreng) fried noodle will be the tidy selection for the regulars.

Indomie (mie goreng) fried noodle also shot to use proportional advertising, which is Indomie will be compared with the most challenging brands, not to declare. Moreover, finance advertising with communal media TV show will be painstaking as the purposeful image exposure

1) Indominie uses advertising for side to side television

2)Also it uses’ mass media billboards cipher and posters

3) It uses sales promotions with exhibition and exhibits

Dr. Sulaiman L. Zubair (L), Chairman/Chief Medical Director, Asokoro District Hospital receiving the Baby Incubator and other medical equipments from Joseph Akintunde (R), Area Marketing Manager, DUFIL Prima Foods Plc., donated by the company at the hospital premises on Tuesday, June 09, 2009.

3.5 Placing Strategy

Distribution acting a gigantic function in making the brand positioning market strategy for the towering

availability in anyplace and anytime to be realized. The ease of use can be achieved by ensuring the bloom and availability of its products transversely the country, strategic mechanized locations and wide distribution complex.

The strategy will focal point more on upward the distribution network to work more strongly with retailers, responding nearer to their indicator. Based on the mounting number of recent retail market shops in urban city, we are departing to expand the control distribution to the hypermarkets, supermarket, mini market, such as fresh entrance retailers, colossal supermarkets and 24 hours shops. on the other hand, upward and getting closer channels of delivery for low revenue sector of people in urban and rural areas in meticulous is also vital

1)Indominie expanding the control distributions to the hypermarkets work more strongly with retails responding nearer to their indicators

2)also Indominie has colossal supermarkets and 24 hour shops

3)on the other hand it upward and getting closer channels delivery for low revenue sector of people in urban and rural area in meticulous is also vital

4.0 Assessment of Overall Value Delivered

Indomie always placed major emphasis on the marketing and brand awareness of it’s products. The advantage of mi goring is, it has quality improvement beginning from raw material. Because if the raw material deriving from the mi goring strictly improved this will be advantage for the customers. Mi Goreng will be useful the health of the customers because it contains proteins,vitamins,nutrition and also food fortification and it will keep original flavor. This will be cause the attractiveness of the product, also additional ingredients and health food label will be add the packaging, also small pieces of fish crackers will be make the noodles more attractive to customers. It will make customers to get several vitamins and proteins for only one product

Indomie’s Mi Goren followed all 4p’s of marketing mix to deliver the high level value to customers. It helps customers they can cook Mi Goreng with them selfs,friends and also family members .After 4p’s analysis we experienced that the reason people buying, and loving Mi -Goring noodles is that it satisfies their needs, also the customers aware the reliability and quality of the Indomie noodles .

5.0 Conclusion

Indomnei’s Mi Goreng is product which has strong quality and also has the largest market share comparing with the rivals of the industry.Indomie has used the 4p’s of the marketing in very efficient and positive plan. So this makes the possibility of add value and reputation and persuade the customers to buy Mi Goreng.Before Indomie introduced Mi goring the pre-explored the needs and wants of the customers and which way they could satisfies it.Indomies’s future which based on more modification and implementing new strategies will be need to adapt for changes in Mi Goreng.They have the ability and the experience of keep-walking in the positive path and protect their position of the industry .

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