BAB I BAB I
PENDAHULUAN PENDAHULUAN
A.
A. LatLatar Bar Belaelakankang Mag Masalsalahah
Perkembangan perekonomian di era globalisasi ini semakin pesat Perkembangan perekonomian di era globalisasi ini semakin pesat sehingga menimbulakan persaingan yang sangat ketat dalam dunia usaha. sehingga menimbulakan persaingan yang sangat ketat dalam dunia usaha. Ba
Banyanyak k perperusausahahaan an yanyang g berbergegerak rak daldalam am bidbidang ang yayang ng sesejenjenis is terterusus bersaing
bersaing dan dan berlomba-lomba berlomba-lomba dalam dalam mendapatkamendapatkan n keuntungan. keuntungan. DenganDengan kondisi tersebut, maka banyak perusahaan besar maupun kecil dituntut kondisi tersebut, maka banyak perusahaan besar maupun kecil dituntut untuk menghasilkan produk dengan kualitas yang baik sekaligus dapat untuk menghasilkan produk dengan kualitas yang baik sekaligus dapat memenuhi kebutuhan para
memenuhi kebutuhan para konsumennykonsumennya.a.
Hal ini dikarenakan persaingan yang dihadapi perusahaan bukan Hal ini dikarenakan persaingan yang dihadapi perusahaan bukan hanya dari jenis produk yang mereka miliki tetapi juga dari segi kualitas, hanya dari jenis produk yang mereka miliki tetapi juga dari segi kualitas, kemampuan perusahaan dalam memasarkan produknya kepada
kemampuan perusahaan dalam memasarkan produknya kepada konsumen.konsumen. Sehingga keadaan ini memaksa perusahaan untuk bertindak cepat dan aktif Sehingga keadaan ini memaksa perusahaan untuk bertindak cepat dan aktif dalam memasarkan produknya dan terus menciptakan inovasi baru pada dalam memasarkan produknya dan terus menciptakan inovasi baru pada produknya.
produknya.
Salah satu tujuan perusahaan pada umumnya adalah mendapatkan Salah satu tujuan perusahaan pada umumnya adalah mendapatkan laba
laba. . aba akan aba akan maksmaksimal imal bila perusahabila perusahaan an dapadapat t menemenerapkarapkan n stratstrategiegi pemasaran
pemasaran yang yang tepat. tepat. !arena !arena itu, itu, masing-masing masing-masing perusahaan perusahaan memilikimemiliki strategi yang berbeda satu sama lain agar mereka terlihat beda dan lebih strategi yang berbeda satu sama lain agar mereka terlihat beda dan lebih unggul dibanding para
unggul dibanding para pesaingnyapesaingnya..
Dalam mendapatkan laba yang maksimal maka perusahaan harus Dalam mendapatkan laba yang maksimal maka perusahaan harus mamp
mampu u mengmengidenidentifikatifikasi si dan dan mengmengelomelompokkpokkan an pelupeluang ang segmsegmen en pasapasar r ya
yang ng teptepat at untuntuk uk menmenententukaukan n proproduk duk yayang ng akakan an ditadita"ar"arkan kan kekepadpadaa konsumen dan dapat menentukan target pasar yang sesuai. #ika
konsumen dan dapat menentukan target pasar yang sesuai. #ika perusahaanperusahaan
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te
telalah h mememumututuskskan an sesegmgmen en papasasar r yayang ng diditutuju, ju, mamaka ka memerereka ka dadapapatt menyesuaika
menyesuaikan produk n produk dan strategi dan strategi pemasaran yang akan dilakukan kepadapemasaran yang akan dilakukan kepada pasar
pasar sasaran. sasaran. Setelah Setelah menentukan menentukan segmen segmen pasar pasar dan dan pasar pasar sasaran sasaran yangyang tep
tepat, at, makmaka a perperusausahahaan an harharus us mammampu pu bebersarsaing ing daldalam am menmenempempatkatkanan produknya
produknya dan dan memiliki memiliki keunggulan keunggulan pada pada produknya produknya di di mata mata konsumenkonsumen sehingga mereka akan tertarik pada produk perusahaan karena terlihat sehingga mereka akan tertarik pada produk perusahaan karena terlihat berbeda
berbeda dibanding dibanding dengan dengan produk produk pesaing. pesaing. !arena !arena itulah, itulah, dibutuhkandibutuhkan ssttrraatteeggii SegmentatioSegmentation,n, Targeting Targeting , , ddaann Positioning Positioning dadalalam m sesebubuahah
perusahaan perusahaan..
P%
P% &nd&ndofoofood od 'BP Suks'BP Sukses es (ak(akmumur r %b%bk k mermerupaupakan kan sasalah lah satsatuu perusahaan
perusahaan industri industri makanan makanan dan dan minuman minuman yang yang berada berada di di daerahdaerah )galiyan, Semarang.
)galiyan, Semarang. Berdasarkan hasil Berdasarkan hasil "a"ancara tugas "a"ancara tugas kuliah lkuliah lapanganapangan de
dengangan n salsalah satu pegaah satu pega"ai P% "ai P% &nd&ndofoofood 'BP Sukod 'BP Sukses (akmses (akmur %bk ur %bk diketahui bah"a &ndofood merupakan pemimpin pasar mie. %ak hanya diketahui bah"a &ndofood merupakan pemimpin pasar mie. %ak hanya sukses di pasar tradisional melalui distribusi langsung dan grosir &ndofood sukses di pasar tradisional melalui distribusi langsung dan grosir &ndofood juga
juga sukses sukses di di pasar pasar modern modern dengan dengan distribusi distribusi melalui melalui Hypermarket,Hypermarket, Supermarket dan (ini (art. Berdasarkan latar belakang inilah, penulis Supermarket dan (ini (art. Berdasarkan latar belakang inilah, penulis ter
tertartarik ik untuntuk uk menmenulis ulis laplaporaoran n kulkuliah iah laplapanangan gan tententantang g *Pe*Penernerapaapann Strategi
Strategi Segmentation, Targeting Segmentation, Targeting , dan, dan Positioning Positioning pa pada da P% P% &ndofood &ndofood 'BP'BP
Sukses (akmur %bk+. Sukses (akmur %bk+.
B.
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Dalam aporan kuliah lapangan ini, rumusan masalahnya adalah Dalam aporan kuliah lapangan ini, rumusan masalahnya adalah Ba
Bagaigaimamana na penpeneraerapanpan Segmentation, TaSegmentation, Targeting rgeting , d, daann Positioning Positioning S%P S%P
pada P%
pada P% &ndofood 'BP &ndofood 'BP Sukses (akmSukses (akmur %bk.ur %bk.
C.
C. TTuujuajuan Pen Penelnelitiitianan
/n
/ntutuk k memengngetetahahui ui lelebibih h jajauh uh tetentntanang g babagagaimimanana a pepenenerarapapann
Segmentation, Targeting
Segmentation, Targeting , dan, dan Positioning Positioning S%P S%P pada pada P% P% &ndofood &ndofood 'BP'BP
Sukses (akmur %bk. Sukses (akmur %bk.
D.
D. MaManfanfaat at PePenelnelitiitianan
Penelitian ini diharapkan mampu memberikan manfaat ke berbagai Penelitian ini diharapkan mampu memberikan manfaat ke berbagai pihak antara lain0
pihak antara lain0 $.
$. Bagi peBagi penulis, pnulis, penelenelitian initian ini diharai diharapkan dapkan dapat menpat menambaambah pengeh pengetahuatahuann dalam mempraktekkan teori-teori yang
dalam mempraktekkan teori-teori yang diperoleh selama perkuliahan.diperoleh selama perkuliahan. .
. BagBagi i pepembambaca, peneca, penelitlitian ini ian ini dihdiharaarapkapkan n dadapat menapat menambambah h "a""a"asaasann pembaca tenta
pembaca tentang penerapan bng penerapan bauran pemasaraauran pemasaran pada suatu n pada suatu perusahaan.perusahaan.
BAB II BAB II
LANDAAN TE!RI LANDAAN TE!RI
A.
A. PePengengertirtian Pan Pemaemasarsaranan
Pe
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untuk berkembang, dan mendapatkan laba. Pemasaran dikembangkan dari untuk berkembang, dan mendapatkan laba. Pemasaran dikembangkan dari kata pasar yang berarti sarana atau tempat berkumpulnya orang yang kata pasar yang berarti sarana atau tempat berkumpulnya orang yang terlibat dalam pem
terlibat dalam pemasaran. Dalam asaran. Dalam pengertian abspengertian abstrak pemasaran trak pemasaran diartikandiartikan se
sebabagagai i susuatatu u kekegigiatatanan, , prprososes es atatau au sisiststem em kekeseselulururuhahan. n. DeDefifininisisi pemasaran me
pemasaran menurut para ahli antara nurut para ahli antara lain0lain0 (e
(enunururut t !o!otltler er dadan n !e!ellller er 222233, , pepemamasasararan n adadalalah ah fufungngsisi oorrggaanniissaassi i ddaan n sseerraannggkkaaiiaan n pprroossees s uunnttuuk k mmeenncciippttaakkaann,, meng
mengkomunkomunikasiikasikan, kan, dan dan mengmenghanthantarkan arkan nilai nilai kepakepada da pelanpelanggan ggan dandan untuk mengelola hubungan pelanggan dengan cara yang menguntungkan untuk mengelola hubungan pelanggan dengan cara yang menguntungkan org
organianisassasi i dan dan pempemegaegang ng kekepenpentintingagannynnya. a. (en(enuruurut t !ot!otler ler $3$33434,, pemasaran
pemasaran adalah adalah proses proses sosial sosial dan dan manajerial manajerial dengan dengan mana mana seseorangseseorang ata
atau u kekelomlompok pok memmemperperoleoleh h apa apa yayang ng memerekreka a butbutuhkuhkan an dan dan inginginkinkanan melalui penciptaan dan pertukaran produk dan nilai. (enurut Stanton melalui penciptaan dan pertukaran produk dan nilai. (enurut Stanton 225, pemasaran adalah system keseluruhan dari kegiatan usaha yang 225, pemasaran adalah system keseluruhan dari kegiatan usaha yang ditujukan untuk merencanakan, menentukan harga, mempromosikan, dan ditujukan untuk merencanakan, menentukan harga, mempromosikan, dan me
mendindistrstribuibusiksikan an barbarang ang dadan n jasjasa a yayang ng dadapat pat memmemuasuaskan kan kebkebutuutuhanhan kepada pembeli yang ada maupun pembeli potensial. Dari definisi diatas kepada pembeli yang ada maupun pembeli potensial. Dari definisi diatas dapat diketahui bah"a proses pemasaran terjadi sejak sebelum barang dapat diketahui bah"a proses pemasaran terjadi sejak sebelum barang diproduksi. !egiatan pemasaran tidak bermula pada
diproduksi. !egiatan pemasaran tidak bermula pada saat selesainya prosessaat selesainya proses produksi,
produksi, juga juga tidak tidak berakhir berakhir pada pada saat saat penjualan penjualan dilakukan. dilakukan. PerusahaanPerusahaan ha
harurus s memembmbererikikan an kekepupuasasan an kekepapada da kokonsnsumumen en jikjika a memengnghahararapkpkanan usahanya dapat berjalan terus. #adi jaminan yang baik atas barang dan jasa usahanya dapat berjalan terus. #adi jaminan yang baik atas barang dan jasa
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Segmentasi pasar menurut !otler dan 7rmstrong $335 adalah Segmentasi pasar menurut !otler dan 7rmstrong $335 adalah membagi sebuah pasar ke dalam kelompok-kelompok pembeli yang membagi sebuah pasar ke dalam kelompok-kelompok pembeli yang berbeda
berbeda yang yang mungkin mungkin mengehendamengehendaki ki bauran bauran produk produk atau atau pemasaranpemasaran yang terpisah. Dasar penentuan segmen pasar
yang terpisah. Dasar penentuan segmen pasar konsumen 0konsumen 0 a.
a. SeSegmgmenentatasi si 8e8eogograrafifiss
(embagi pasar ke dalam unit-unit geografis yang berbeda (embagi pasar ke dalam unit-unit geografis yang berbeda se
seperperti ti negnegaraara, , nenegargara a babagiagian, n, "ila"ilayayah, h, kabkabupaupatenten, , kotkota, a, dadann lingk
lingkungaungan n perumperumahanahan. . SebuSebuah ah peruperusahasahaan an dapadapat t memumemutusktuskanan unt
untuk uk beberoproperaerasi si padpada a sasatu tu ataatau u bebbeberaerapa pa arearea a geogeogragrafis fis ataatauu beberapa
beberapa diseluruh diseluruh area area dengan dengan memperhatikan memperhatikan perbedaan- perbedaan- perbedaan g
perbedaan geografis dalam kebeografis dalam kebutuhan dan keutuhan dan keinginan.inginan. b.
b. Segmentasi DemSegmentasi Demografisografis
(embagi pasar ke dalam kelompok-kelompok berdasarkan (embagi pasar ke dalam kelompok-kelompok berdasarkan variabel seperti usia, jenis kelamin, ukuran keluarga, daur hidup variabel seperti usia, jenis kelamin, ukuran keluarga, daur hidup ke
kelualuargrga, a, penpendapdapataatan, n, pepekerkerjaajaan, n, penpendiddidikaikan, n, agagamaama, , rasras, , dandan kebangsaa
kebangsaan. 9aktor-faktor n. 9aktor-faktor demografis merupakan dasar demografis merupakan dasar segmentasisegmentasi ke
kelolompmpokok-k-kelelomompopok k kokonsnsumumen en yayang ng teterprpenentinting. g. SaSalalah h sasatutu al
alasasanannynya a adadalalah ah babah"h"a a kekebubututuhahan, n, kekeininginginanan, , dadan n titingngkakatt penggunaan
penggunaan konsumen konsumen sangat sangat berhubungan berhubungan erat erat dengan dengan variabel- variabel-variabel demografis.
variabel demografis. c.
c. SeSegmgmenentatasi si PsPsikikogograrafisfis
(embagi sebuah pasar ke dalam kelompok-kelompok yang (embagi sebuah pasar ke dalam kelompok-kelompok yang berbeda
berbeda berdasarkan berdasarkan kelas kelas sosial, sosial, gaya gaya hidup, hidup, atau atau karakteristik karakteristik kepribadian. Dengan demikian, orang-orang yang berada dalam kepribadian. Dengan demikian, orang-orang yang berada dalam ke
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(em
(embagbagi i papasar sar ke ke dadalam lam kekelomlompokpok-ke-kelomlompok pok menmenuruurutt pengetahua
pengetahuan, n, sikap, sikap, penggunaapenggunaan n dan dan respon respon konsumen konsumen terhadapterhadap se
sebuabuah h proproduduk. k. BanBanyayak k pempemasasar ar yayang ng perpercaycaya a bahbah"a "a vavariariabelbel perilaku
perilaku merupakan merupakan titik titik a"al a"al yang yang terbaik terbaik untuk untuk membangunmembangun segmen-segmen pasar.
segmen-segmen pasar.
Syarat-syarat segmentasi yang efektif 0 Syarat-syarat segmentasi yang efektif 0
aa.. DDaappaat dit diuukkuur r measurabilitymeasurability 0 sejauh apa ukuran dan daya beli 0 sejauh apa ukuran dan daya beli
sebuah segmen pasar dapat diukur. sebuah segmen pasar dapat diukur. b.
b. Dapat Dapat dicapai dicapai accessibilityaccessibility 0 sejauh apa sebuah segmen pasar 0 sejauh apa sebuah segmen pasar
dapat dicapai dan dilayani. dapat dicapai dan dilayani.
cc.. ''uukkuup bep bessaar r substantiality substantiality 0 sejauh apa sebuah segmen pasar 0 sejauh apa sebuah segmen pasar
cukup besar dan
cukup besar dan menguntungkanmenguntungkan.. d.
d. DDapapaat dit dilalayyanani i actionabilityactionability 0 sejauh apa program yang efektif 0 sejauh apa program yang efektif
dapat dirancang untuk menarik dan melayani sebuah segmen pasar dapat dirancang untuk menarik dan melayani sebuah segmen pasar tertentu.
tertentu.
&.
&. PenPenetaeta'an 'an PasPasar ar asasararan an ((Targeting Targeting %%
Penetapan pasar sasaran menurut !otler dan 7rmstrong $335 Penetapan pasar sasaran menurut !otler dan 7rmstrong $335 mengevaluasi daya tarik setiap segmen pasar dan memilih satu atau mengevaluasi daya tarik setiap segmen pasar dan memilih satu atau leb
lebih ih segsegmemen n untuntuk uk dimdimasuasuki. ki. SebSebuah uah papasar sar sassasaraaran n terterdirdiri i ataatass sekumpulan pembeli yang memiliki kebutuhan atau ciri-ciri bersama sekumpulan pembeli yang memiliki kebutuhan atau ciri-ciri bersama yang diputuskan perusahaan untuk dilayani. 7da tiga strategi cakupan yang diputuskan perusahaan untuk dilayani. 7da tiga strategi cakupan pasar,
pasar, yaitu 0yaitu 0
aa.. PPeemmaassaararan n sseerbrba a ssaamma a undiundifferefferentiatentiated d marketimarketing ng 0 0 ststraratetegigi
ca
cakupkupan an papasar sar dimdimana ana sesebuabuah h perperusausahaahaan n memmemutuutuskaskan n untuntuk uk mengabaikan perbedaan-perbedaan segmen pasar dan memasuki mengabaikan perbedaan-perbedaan segmen pasar dan memasuki seluruh pasar dengan satu pena"aran.
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beroperasi pada beberapa
beroperasi pada beberapa segmen pasar dan segmen pasar dan mendesain pena"aranmendesain pena"aran yang berbeda untuk
yang berbeda untuk masing-masing segmen.masing-masing segmen.
cc.. PPememaasasararan n teterprpuusasat t concenconcentrated trated marketmarketing ing 0 Sebuah strategi 0 Sebuah strategi
cakupan pasar dimana sebuah perusahaan mencari bagian besar cakupan pasar dimana sebuah perusahaan mencari bagian besar dari satu atau beberapa subpasar.
dari satu atau beberapa subpasar.
).
). PePenenentntuauan P*n P*sisisi Psi Pasasar (ar ( Positioning Positioning %%
Penentuan posisi produk menurut !otler $334 adalah tindakan Penentuan posisi produk menurut !otler $334 adalah tindakan merancang produk, dan bauran pemasaran agar dapat tercipta kesan merancang produk, dan bauran pemasaran agar dapat tercipta kesan tertentu di ingatan konsumen. Sehingga dengan demikian konsumen tertentu di ingatan konsumen. Sehingga dengan demikian konsumen segmen memahami dan menghargai apa yang dilakukan perusahaan segmen memahami dan menghargai apa yang dilakukan perusahaan dalam kaitannya dengan para
dalam kaitannya dengan para pesaingnypesaingnya.a.
Banyak posisi yang tersedia bagi suatu perusahaan. Perusahaan Banyak posisi yang tersedia bagi suatu perusahaan. Perusahaan dap
dapat at menmengegejar jar posposisi isi haharga rga terterendendah, ah, posposisi isi mutmutu u tintinggiggi, , poposissisii pelayanan
pelayanan bermutu, bermutu, posisi posisi teknologi teknologi maju maju dan dan seterusnya. seterusnya. PadaPada pokoknya,
pokoknya, perusahaan perusahaan mencoba mencoba memantapkan memantapkan suatu suatu keunggulankeunggulan bersaing
bersaing yang yang diharapkan diharapkan akan akan memikat memikat sejumlah sejumlah besar besar pelangganpelanggan dalam sebuah segmen. %ugas penentuan posisi pasar meliputi 0
dalam sebuah segmen. %ugas penentuan posisi pasar meliputi 0 a.
a. (en(engengenali !euali !eunggnggulaulan Bersn Bersainaing Poteg Potensinsialal
(enurut Porter $334, keunggulan bersaing berasal dari (enurut Porter $334, keunggulan bersaing berasal dari kemampuan perusahaan untuk menciptakan suatu nilai bagi para kemampuan perusahaan untuk menciptakan suatu nilai bagi para
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yyanang g memelelebibihi hi hahargrgananyya a yayang ng titingnggigi. . 77da da dudua a titipe pe dadasasar r keunggulan bersaing 0 keunggulan biaya dan
keunggulan bersaing 0 keunggulan biaya dan diferensiasi.diferensiasi. b.
b. (emilih !eunggula(emilih !eunggulan Bersaingn Bersaing 7n
7ndadaikikan an sesebubuah ah peperurusasahahaan an cucukukup p beberuruntntunung g ununtutuk k menemukan beberapa potensi keunggulan bersaing. Perusahaan itu menemukan beberapa potensi keunggulan bersaing. Perusahaan itu sekarang harus memilih keunggulan bersaing yang di atasnya ia sekarang harus memilih keunggulan bersaing yang di atasnya ia dapat membangun strategi penentuan posisinya. Perusahaan itu dapat membangun strategi penentuan posisinya. Perusahaan itu ha
harurus s mememmututususkakan n beberarapa pa babanynyak ak didifefererensnsiaiasi si yyanang g akakanan dipromosikan dan yang mana.
dipromosikan dan yang mana. c.
c. (en(engisygisyaraaratkatkan !eun !eunggnggulaulan Bern Bersaisaingng Per
Perusausahaahaan n haharus rus menmengamgambil bil lanlangkagkah-lah-langkngkah ah spespesifsifik ik untuk membina dan mengumumkan keunggulan bersaing mereka untuk membina dan mengumumkan keunggulan bersaing mereka dan tidak boleh menganggap bah"a hal itu
dan tidak boleh menganggap bah"a hal itu dengan sendirinya akandengan sendirinya akan dike
diketahui tahui pasapasar. r. PeruPerusahasahaan an haruharus s mengmenghindahindari ri tiga tiga kekekekeliruanliruan posisi yang uta
posisi yang utama 0ma 0 $
$ PoPosisisi tsi tererlalalu relu rendndah ah Underpositioning Underpositioning 0 Para pembeli hanya 0 Para pembeli hanya
mempunyai gagasan perusahaan ini sama saja dengan yang mempunyai gagasan perusahaan ini sama saja dengan yang lainnya.
lainnya.
PPoossiissi i tteerrllaallu u ttiinnggggi i Overpositioning Overpositioning 0 0 PePembmbeleli i memelilihahatt
perusahaan
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meng
mengemukemukakan kesan akan kesan yang yang berbeberbeda, da, ada ada yang yang mengmengatakaatakann bagus dan a
bagus dan ada yang menda yang mengatakan buruk.gatakan buruk.
BAB III BAB III
MET!DE PENELITIAN MET!DE PENELITIAN A.
A. +e+eninis Pens Penelelititiaiann
#enis penelitiannya adalah penelitian langsung yaitu
#enis penelitiannya adalah penelitian langsung yaitu penelitian yangpenelitian yang dilaksanakan secara langsung terhadap objek penelitian tepatnya pada P% dilaksanakan secara langsung terhadap objek penelitian tepatnya pada P% &ndofood 'BP Sukses (akmur %bk.
&ndofood 'BP Sukses (akmur %bk.
B.
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aa.. DDaatta a PPrriimmeer r (e
(enunururut t HaHasasan n 2222 DaData ta PrPrimimer er adadalalah ah dadata ta yayangng diperoleh atau dikumpulkan langsung di lapangan oleh orang yang diperoleh atau dikumpulkan langsung di lapangan oleh orang yang melakukan penelitian atau yang bersangkutan yang memerlukan. melakukan penelitian atau yang bersangkutan yang memerlukan. Data primer ini,disebut juga data asli atau data baru. 7dapun data Data primer ini,disebut juga data asli atau data baru. 7dapun data primer yang dibutuhkan dalam pembuatan laporan kuliah lapangan primer yang dibutuhkan dalam pembuatan laporan kuliah lapangan ini adalah data yang diperoleh dari hasil "a"ancara dengan P% ini adalah data yang diperoleh dari hasil "a"ancara dengan P% &ndofood 'BP Sukses (akmur %bk.
&ndofood 'BP Sukses (akmur %bk. b.
b. Data SekundeData Sekunder r
(enurut Hasan 22 Data Sekunder adalah data yang (enurut Hasan 22 Data Sekunder adalah data yang dip
diperoeroleh leh ataatau u yanyang g dikdikumpumpulkulkan an oleoleh h oraorang ng yayang ng melmelakuakukakann penelitian
penelitian dari dari sumber-sumsumber-sumber ber yang yang telah telah ada. ada. Sumber-sumSumber-sumber ber ituitu dapat diperoleh dari pihak-pihak diluar
dapat diperoleh dari pihak-pihak diluar perusahaan yang membantuperusahaan yang membantu dan melengkapi penelitian ini. 7dapun data sekunder yang didapat dan melengkapi penelitian ini. 7dapun data sekunder yang didapat oleh peneliti adalah dari internet
oleh peneliti adalah dari internet dan buku-buku.dan buku-buku.
&.
&. MeMet*t*#e #e PePengngumum'u'ulalan n DaDatata
aa.. PPeennggaammaattaann (e
(etotode de pepengngumumpupulalan n dadata ta dedengngan an cacara ra memelihlihat at dadann mengamati serta mencatat secara langsung keadaan perusahaan mengamati serta mencatat secara langsung keadaan perusahaan tersebut.
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ora
orang ng yayang ng di"di"a"aa"ancancarairai,ap,apa a yayang ng dipdipikiikirkarkan n dan dan apa apa yanyangg dirasakan. &nti "a"ancara adalah dimaksudkan untuk mengajukan dirasakan. &nti "a"ancara adalah dimaksudkan untuk mengajukan pertanyaan-perta
pertanyaan-pertanyaan nyaan untuk untuk memperoleh memperoleh ja"aban ja"aban yangyang diinginkan oleh peneliti yang berkaitan dengan topik penelitian diinginkan oleh peneliti yang berkaitan dengan topik penelitian
D.
D. TTeekniknik Ank Analialisis Dasis Datata
%eknik analisa data yang digunakan dalam penelitian ini adalah %eknik analisa data yang digunakan dalam penelitian ini adalah teknik analisa deskriptif. Penelitian deskriptif
teknik analisa deskriptif. Penelitian deskriptif bertujuan untuk memberikanbertujuan untuk memberikan de
deskrskripsipsi i menmengegenai nai subsubjek jek penpenelielitiatian n berberdasdasarkarkan an dadata ta varvariabiabel el yayangng diperoleh dari kelompok subjek yang diteliti
diperoleh dari kelompok subjek yang diteliti dan tidak dimaksudkan untuk dan tidak dimaksudkan untuk pengujian hipote
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BAB BAB I-DAT
DATA DAN PEMBAA DAN PEMBAHAANHAAN
A.
A. DaDatta Ua Umumumm $
$.. eejjararaah h UUmumumm
AMBAR /.$
AMBAR /.$ ogo P ogo P% % &ndofood 'BP Sukses (akmur &ndofood 'BP Sukses (akmur %bk %bk $$333322 00
Didirikan dengan nama P%
Didirikan dengan nama P% Panganjaya &ntikusuma.Panganjaya &ntikusuma. (em
(embenbentuk tuk perperusausahahaan an patpatungungan an :$0:$063 63 dendengagann Sev
Sevenen-/p -/p )ed)ederlerlandands s B.?B.?.., , perperusausahaahaan n afiafilialiasisi Pep
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$$333355 00
•
• (en(engakgakuisuisisi isi ;2A ;2A sahsaham am grugrup p perperusausahaahaan n yayangng
bergerak
bergerak di di bidang bidang perkebunan, perkebunan, agribisnis agribisnis dandan distribusi.
distribusi. 222266 00
•
• (en(engakgakuisuisisi isi 4242A A sahsaham am perperusausahaahaan n kemkemasaasann
karton. karton. 2222:: 00
•
• (embentuk perusahaan patungan dengan )estl S7(embentuk perusahaan patungan dengan )estl S7
untuk pemasaran produk-produk kuliner. untuk pemasaran produk-produk kuliner.
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222255 00
•
• (encatatkan saham 8rup 7gribisnis di Bursa @fek (encatatkan saham 8rup 7gribisnis di Bursa @fek
Singapura *S8C+ dan menempatkan saham baru. Singapura *S8C+ dan menempatkan saham baru.
•
• (en(enambambah ah sesebebesar sar 1:A 1:A kekepempemiliilikan kan sasaham ham didi
Pacsari, menjadi 32A kepemilikan. Pacsari, menjadi 32A kepemilikan.
•
• ((eennggaakkuuiissiissi i 4422A A kkeeppeemmililiikkaan n ssaahhaam m ddii
perusahaan
perusahaan perkebunan perkebunan yang yang dimiliki dimiliki oleh oleh ascalascal Holding imited.
Holding imited.
•
• Partisipasi dalam pengeluaran saham baru P% (itraPartisipasi dalam pengeluaran saham baru P% (itra
&&nntti i SSeejjaatti i PPllaannttaattiioon n ddaan n mmeemmiilliikki i 5522AA kepemilikan.
kepemilikan.
•
• (en(engakgakuisuisisi isi 46,46,6A 6A kepkepememilikilikan an sahsaham am P% P% PPPP
ondon Sumatra &ndonesia %bk
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222233 00
•
• estrukturisasi internal 8rup 'BP dimulai denganestrukturisasi internal 8rup 'BP dimulai dengan
pembentukan
pembentukan P% P% &ndofood &ndofood 'BP 'BP Sukses Sukses (akmur (akmur *&'BP+ dan pemekaran kegiatan usaha mi instan *&'BP+ dan pemekaran kegiatan usaha mi instan dan
dan bumbumbu, bu, yayang ng diidiikutkuti i dendengan gan pepenggnggababungunganan usaha seluruh anak perusahaan di 8rup 'BP yang usaha seluruh anak perusahaan di 8rup 'BP yang seluruh sahamnya dimiliki oleh Perseroan, ke dalam seluruh sahamnya dimiliki oleh Perseroan, ke dalam &'BP.
&'BP. 22$$22 00
•
• (eny(enyeleselesaikan aikan restrrestrukturukturisasisasi i interninternal al 8rup 8rup 'BP'BP
me
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22$$ 00
•
• &'BP mendirikan dua perusahaan patungan dengan&'BP mendirikan dua perusahaan patungan dengan
7sa
7sahi hi 8ro8roup up HolHoldindings gs SouSouthetheast ast 7s7sia ia PtePte. . tdtd.. *7
*7sasahi+hi+ untuntuk uk memmemasuasuki ki paspasar ar minminumauman n non non--alkohol di &ndonesia.
alkohol di &ndonesia. 22$$11 00
•
• 8rup 7gribisnis melalui anak perusahaannya S&(P8rup 7gribisnis melalui anak perusahaannya S&(P
dan
dan ononsumsum, , menmengakgakuisuisisi isi 53,53,5A 5A sahsaham am di di P%P% (en
(entartari i PerPerti"ti"i i (ak(akmurmur, , dimdimana ana memmemilikiliki i ananak ak perusahaan
perusahaan yang yang bergerak bergerak di di bidang bidang usahausaha penanaman hu
penanaman hutan industri dantan industri dan agro forestryagro forestry..
8r
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•
• (engakuisisi ;,;;A saham 'hina (in>hong 9ood(engakuisisi ;,;;A saham 'hina (in>hong 9ood
'
'oorprpoorraatitioon n imimiitetedd, , sseebbuuaah h ppeerruussaahhaaaann pemrosesan
pemrosesan sayuran sayuran terintegrasi terintegrasi di di %ion%iongkok, gkok, yangyang sahamnya tercatat di S8C.
sahamnya tercatat di S8C. 22$$66 00
•
• &'BP, melalui anak perusahaan patungannya dengan&'BP, melalui anak perusahaan patungannya dengan
7s
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(e
(ennininggkkatatkakan n sstatakkeehoholdldeersrsJ J vvaaluluees s seseccaarara berkesinambung
berkesinambunganan )ilai
)ilai 00
*Dengan disiplin sebagai falsafah hidupK !ami
*Dengan disiplin sebagai falsafah hidupK !ami menjalankan usahamenjalankan usaha kam
kami i dendengan gan memenjunjunjunjung ng tintinggi ggi intintegregritaitasK sK !am!ami i memenghnghargargaiai se
selulururuh h pepemamangngku ku kekepepentntiningagan n dadan n sesecacara ra bebersrsamama-a-sasamama mem
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m
meemmiilliikki i bbaaggiiaan n sseebbaannyyaak k ssaahhaam m yyaanng g ddiimmiilliikkiinnyyaa.. http0<<utharymaladhika.blogspot.co.id<2$1<$<pt.html
http0<<utharymaladhika.blogspot.co.id<2$1<$<pt.html
/.
/. ttruruktktur ur !r!rgaganinisasasisi
St
Struruktktur ur LrLrgaganinisasasi si peperurusasahahaan an memerurupapakakan n gagambmbararan an dadariri tanggung ja"ab perusahaan, tugas dan
tanggung ja"ab perusahaan, tugas dan ke"ajiban serta kekuasaan yangke"ajiban serta kekuasaan yang ada pada perusahaan dalam rangka memberi isi dan arah terhadap ada pada perusahaan dalam rangka memberi isi dan arah terhadap perusahaan,
perusahaan, untuk untuk memudahkan memudahkan personil personil dalam dalam melaksanakamelaksanakann akt
aktiviivitastasnynya a menmencapcapai ai tutujuajuan n akakhir hir yayang ng teltelah ah ditditenentuktukan. an. BenBentuk tuk str
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%rea Sales and Promotio %rea Sales and Promotion anager n anager K : (anajer Personalia K : (anajer Personalia Branc" Branc" Personnel anager
Personnel anager K dan 4K dan 4 Purc"asing Officer Purc"asing Officer ..
(anajer Pabrik
(anajer Pabrik Factory Factory anager anager memba"ahi0 $ Supervisor memba"ahi0 $ Supervisor
Pro
Produkduksi si Production Production Supervisor Supervisor K K (a(ananajejer r %%eeknknik ik Tec"nical Tec"nical anager
anager K K 11 (a(ananajejer r 8u8udadang ng &a&are"ouse re"ouse anager anager K K ddaan n 66
Supervisor PP&'
Supervisor PP&' Produ Production Planning and 'nventory Coction Planning and 'nventory Control ntrol ..
(anajer Pengembangan dan Penga"asan (utu Produk
(anajer Pengembangan dan Penga"asan (utu Produk Branc" Branc" Process #evelopment
Process #evelopment and $uality and $uality Control anager Control anager memba"ahi0 $ memba"ahi0 $
Su
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$
$.. PPrr**##uuk k
Produk yang dihasilkan &ndofood meliputi 0 Produk yang dihasilkan &ndofood meliputi 0 aa.. &&nnddoommiiee
AMBAR /.&
AMBAR /.& ogo &ndomie ogo &ndomie
Sub produk 0 &ndomie 8oreng, &ndomie !uah, &ndomie Selera Sub produk 0 &ndomie 8oreng, &ndomie !uah, &ndomie Selera )usantara,
)usantara, &ndomie &ndomie !uliner !uliner &ndonesia, &ndonesia, &ndomie &ndomie !eriting,!eriting, &ndomie %aste of 7sia, &ndomie /niue 9lavor, dan &ndomie (y &ndomie %aste of 7sia, &ndomie /niue 9lavor, dan &ndomie (y
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AMBAR /.)
AMBAR /.) Berb Berbagai agai Produk Produk &ndomie&ndomie b.
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AMBAR /.3
AMBAR /.3 Berbagai Berbagai Produk Produk SupermiSupermi dd.. PPoop p ((iiee
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