1 1
1.0 PENGENALAN 1.0 PENGENALAN
Menurut Mokhtar Pet (Pengajian Perniagaan Penggal 1) campuran pemasaran Menurut Mokhtar Pet (Pengajian Perniagaan Penggal 1) campuran pemasaran boleh didefinisi
boleh didefinisikan kan sebagai sebagai satu satu kombinasi pemboleh kombinasi pemboleh ubah ubah pemasaran pemasaran yang meliputiyang meliputi produk,
produk, harga, harga, pengedaran pengedaran dan dan promosi promosi yang yang boleh boleh dikawal dikawal oleh oleh pemasar pemasar untukuntuk digunakan sebagai alat dalam perancangan taktikal pemasaran.
digunakan sebagai alat dalam perancangan taktikal pemasaran.
Definisi produk merujuk kepada sesuatu kombinasi barang dan perkhidmatan Definisi produk merujuk kepada sesuatu kombinasi barang dan perkhidmatan yang ditawarkan oleh perniagaan kepada pengguna di pasaran sasaran yang telah yang ditawarkan oleh perniagaan kepada pengguna di pasaran sasaran yang telah ditetapkan. Produk juga meliputi objek fizikal, perkhidmatan, individu, tempat, ditetapkan. Produk juga meliputi objek fizikal, perkhidmatan, individu, tempat, organisasi, idea atau kombinasi unsur-unsur tersebut. Menurut Sumarni (2010, 272), organisasi, idea atau kombinasi unsur-unsur tersebut. Menurut Sumarni (2010, 272), produk
produk adalah adalah setiap setiap apa apa yang yang ditawarkan ditawarkan di di pasar pasar untuk untuk mendapatkan mendapatkan perhatian,perhatian, permintaan, dan penggunaan y
permintaan, dan penggunaan yang dapat memenuhi keinginanang dapat memenuhi keinginan..
Definisi harga pula merujuk kepada nilai pertukaran yang diletakkan bagi tujuan Definisi harga pula merujuk kepada nilai pertukaran yang diletakkan bagi tujuan memberikan nilai ke atas sesuatu barang atau perkhidmatan. Penetapan harga ialah memberikan nilai ke atas sesuatu barang atau perkhidmatan. Penetapan harga ialah nilai yang ditetapkan bagi sesuatu produk dalam pasaran dan harus dibayar oleh nilai yang ditetapkan bagi sesuatu produk dalam pasaran dan harus dibayar oleh pengguna dengan
pengguna dengan wang sekiranya pengguna memilih untuk memwang sekiranya pengguna memilih untuk membeli produk tersebut.beli produk tersebut.
Pengedaran merujuk kepada penglibatan proses pengeluaran produk sehingga Pengedaran merujuk kepada penglibatan proses pengeluaran produk sehingga produk tersebut diedarkan dan digunakan oleh pengguna. Peng
produk tersebut diedarkan dan digunakan oleh pengguna. Pengedaran juga melibatkanedaran juga melibatkan proses
proses pemindahan pemindahan produk produk dari dari pusat pusat pengeluaran pengeluaran kepada kepada pengguna pengguna pada pada masa masa dandan tempat yang dihendaki. Menurut kamus (Kamus Pelajar Edisi Kedua), pengedaran tempat yang dihendaki. Menurut kamus (Kamus Pelajar Edisi Kedua), pengedaran didefinisikan sesuatu perbuatan atau hal mengedarkan ke satu tempat ke tempat yang didefinisikan sesuatu perbuatan atau hal mengedarkan ke satu tempat ke tempat yang lain
lain
Promosi pula merujuk cara yang akan digunakan oleh pemasaran untuk Promosi pula merujuk cara yang akan digunakan oleh pemasaran untuk memberitahu, memberi penerangan, memujuk dan mempengaruhi pengguna untuk memberitahu, memberi penerangan, memujuk dan mempengaruhi pengguna untuk membeli sesuatu produk. Setiap pemasar akan berusaha untuk mengetengahkan imej membeli sesuatu produk. Setiap pemasar akan berusaha untuk mengetengahkan imej
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produk
produk dan dan menyatakan menyatakan kelebihan kelebihan yang yang ada ada pada pada produk produk melalui melalui promosi. promosi. PromosiPromosi mempunyai tujuan dan campuran tertentu.
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2.0 OBJEKTIF KAJIAN 2.0 OBJEKTIF KAJIAN
Tujuan kajian ini dijalankan adalah untuk : Tujuan kajian ini dijalankan adalah untuk :
i.
i. Mengkaji tentang perlabelan, klasifikasi produk , pembungkusan, dan lini produkMengkaji tentang perlabelan, klasifikasi produk , pembungkusan, dan lini produk bagi syarikat Khind Holding Berhad.
bagi syarikat Khind Holding Berhad.
ii.
ii. Meneliti tentang sistem pengedaran dan agihan yang dilakukan oleh syarikatMeneliti tentang sistem pengedaran dan agihan yang dilakukan oleh syarikat Khind Holding Berhad.
Khind Holding Berhad.
iii.
iii. Menganalisis faktor-faktor yang mempengaruhi penetapan harga dan penentuanMenganalisis faktor-faktor yang mempengaruhi penetapan harga dan penentuan harga yang dijalankan oleh syarikat Khind Holding Berhad.
harga yang dijalankan oleh syarikat Khind Holding Berhad.
iv.
iv. Menentukan tujuan dan campuran promosi yang dijalankan oleh syarikat KhindMenentukan tujuan dan campuran promosi yang dijalankan oleh syarikat Khind Holding Berhad.
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3.0 LATAR BELAKANG 3.0 LATAR BELAKANG
Pada tahun 1961, Cheng King Fa telah memulakan perniagaan sederhana Pada tahun 1961, Cheng King Fa telah memulakan perniagaan sederhana barangan
barangan perdagangan perdagangan Sekinchan. Sekinchan. Didorong Didorong oleh oleh wawasannya wawasannya yang yang jelas,jelas, perniagaannya
perniagaannya telah telah berkembang berkembang dan dan pada pada akhir akhir tahun tahun tujuh tujuh puluhan, puluhan, syarikatsyarikat tersebut dibangunkan semula dengan memasukkan pembuatan aksesori dan lampu tersebut dibangunkan semula dengan memasukkan pembuatan aksesori dan lampu elektrik. Sedekad seterusnya telah menyaksikan peningkatan usaha Khind ke dalam elektrik. Sedekad seterusnya telah menyaksikan peningkatan usaha Khind ke dalam peningkatan pasaran eksport.
peningkatan pasaran eksport.
Pada tahun 1992, perkilangan Khind berkembang termasuk kipas dan alat Pada tahun 1992, perkilangan Khind berkembang termasuk kipas dan alat aksesori rumah yang lain dan pada abad ke-21, Kumpulan organisasi telah aksesori rumah yang lain dan pada abad ke-21, Kumpulan organisasi telah mengedarkan produk audio-visual dan barangan putih.
mengedarkan produk audio-visual dan barangan putih.
Hari ini, Khind Group, yang disenaraikan di BSKL pada 12 Ogos 1998, Hari ini, Khind Group, yang disenaraikan di BSKL pada 12 Ogos 1998, pengeluaran
pengeluaran dan dan pengedaran pengedaran aksesori aksesori rumah rumah elektrik elektrik bertaraf bertaraf dunia dunia di di seluruhseluruh Malaysia dan mengeksport lebih daripada 50 negara di seluruh dunia.
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3.1 LOKASI KAJIAN 3.1 LOKASI KAJIAN
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Gambar 1 : Kawasan kilang syarikat Khind Holdings Berhad Gambar 1 : Kawasan kilang syarikat Khind Holdings Berhad
Sumber : Google Maps Sumber : Google Maps
Alamat : Alamat :
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4.0 KAEDAH KAJIAN 4.0 KAEDAH KAJIAN
Bahagian ini menjelaskan cara yang digunakan oleh saya untuk mendapatkan hasil Bahagian ini menjelaskan cara yang digunakan oleh saya untuk mendapatkan hasil kajian. Pengkaji dibenarkan menggunakan data primer mahupun data s
kajian. Pengkaji dibenarkan menggunakan data primer mahupun data s ekunder.ekunder.
Data primer adalah data yang diperoleh atau dikumpulkan oleh peneliti secara Data primer adalah data yang diperoleh atau dikumpulkan oleh peneliti secara langsung dari sumber datanya. Data primer disebut juga sebagai data asli atau data langsung dari sumber datanya. Data primer disebut juga sebagai data asli atau data baru
baru yang yang memiliki memiliki sifatsifat ‘ ‘ kemaskinikemaskini’ ’ . Untuk mendapatkan data primer, saya harus. Untuk mendapatkan data primer, saya harus mengumpulkannya secara langsung. Selain itu, data primer lebih mementingkan mengumpulkannya secara langsung. Selain itu, data primer lebih mementingkan kebenaran dan bukti yang dilihat. Teknik yang dapat saya gunakan untuk kebenaran dan bukti yang dilihat. Teknik yang dapat saya gunakan untuk mengumpulkan data primer antaranya ialah pemerhatian, dan borang soal selidik. mengumpulkan data primer antaranya ialah pemerhatian, dan borang soal selidik. Oleh sebab itu, saya tidak menggunakan data primer dan datanya tidak menepati Oleh sebab itu, saya tidak menggunakan data primer dan datanya tidak menepati dengan kajian saya kerana jarak antara sa
dengan kajian saya kerana jarak antara saya dan tempat kajian adalah jauh.ya dan tempat kajian adalah jauh.
Data sekunder merupakan data
Data sekunder merupakan data yang boleh diperoleh atau dikumpulkan maklumatyang boleh diperoleh atau dikumpulkan maklumat dari semua sumber yang sudah ada melalui media perantaraan yang diperoleh dan dari semua sumber yang sudah ada melalui media perantaraan yang diperoleh dan dicatat oleh pihak
dicatat oleh pihak lain. lain. Manfaat yang diperoleh Manfaat yang diperoleh dari data dari data sekunder adalah bahawasekunder adalah bahawa seorang peneliti mampu memperoleh informasi lain selain informasi utama. Data seorang peneliti mampu memperoleh informasi lain selain informasi utama. Data sekunder biasanya diperolehi dari pelbagai sumber misalnya jurnal, buku, majalah dan sekunder biasanya diperolehi dari pelbagai sumber misalnya jurnal, buku, majalah dan surat khabar.
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meneliti tentang sistem pengedaran dan agihan yang dilakukan oleh syarikat Khind meneliti tentang sistem pengedaran dan agihan yang dilakukan oleh syarikat Khind Holding Berhad.
Holding Berhad.
5.0 DAPATAN KAJIAN 5.0 DAPATAN KAJIAN
Dapatan kajian ini menjelaskan tentang campuran pemasaran iaitu produk, promosi, Dapatan kajian ini menjelaskan tentang campuran pemasaran iaitu produk, promosi, pengedaran,
pengedaran, dan dan penetapan penetapan harga harga yang yang dilakukan dilakukan oleh oleh syarikat syarikat Khind Khind HoldingsHoldings Berhad.
Berhad.
5.1 PRODUK 5.1 PRODUK
Produk bermaksud kombinasi barang dan perkhidmatan yang ditawarkan oleh Produk bermaksud kombinasi barang dan perkhidmatan yang ditawarkan oleh perniagaan
perniagaan kepada kepada pengguna pengguna di di pasaran pasaran sasaran sasaran yang yang telah telah ditetapkan. ditetapkan. ProdukProduk meliputi objek fizikal, perkhidmatan, individu, tempat, organisasi, idea atau meliputi objek fizikal, perkhidmatan, individu, tempat, organisasi, idea atau kombinasi unsur-unsur tersebut.
kombinasi unsur-unsur tersebut.
5.1.1 Pelabelan 5.1.1 Pelabelan
Pelabelan merupakan ringkasan berkaitan dengan produk yang diletakkan pada Pelabelan merupakan ringkasan berkaitan dengan produk yang diletakkan pada bungkusan
bungkusan bagi bagi menerangkan menerangkan identiti identiti produk produk yang yang mengandungi mengandungi maklumat maklumat pentingpenting seperti tarikh pengeluaran, tarikh luput, kandungan produk, alamat pengeluar atau seperti tarikh pengeluaran, tarikh luput, kandungan produk, alamat pengeluar atau pengimport, cara penggunaan
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Gambar 2 : Pelabelan yang berada pada kotak kipas Khind Gambar 2 : Pelabelan yang berada pada kotak kipas Khind
Gambar 2 di atas menunjukkan nombor 1 adalah logo dan jenama kepada syarikat Gambar 2 di atas menunjukkan nombor 1 adalah logo dan jenama kepada syarikat Khind Holdings Berhad. Nombor 2 pula menunjukkan nama produk dan saiz produk Khind Holdings Berhad. Nombor 2 pula menunjukkan nama produk dan saiz produk iaitu kipas meja bersaiz 12 inci. Manakala nombor 3, menunjukkan ciri-ciri produk iaitu kipas meja bersaiz 12 inci. Manakala nombor 3, menunjukkan ciri-ciri produk kipas seperti voltan, kuasa, saiz, kuantiti, berat kasar, dimensi kotak, dan warna pada kipas seperti voltan, kuasa, saiz, kuantiti, berat kasar, dimensi kotak, dan warna pada kipas tersebut. Nombor 4 menunjukkan pula info dan perhatian ketika mengendalikan kipas tersebut. Nombor 4 menunjukkan pula info dan perhatian ketika mengendalikan kotak tersebut. Akhir sekali, pada nombor 5 pula menunjukkan pengimbas kod bar kotak tersebut. Akhir sekali, pada nombor 5 pula menunjukkan pengimbas kod bar untuk kegunaan pengeluaran syarikat dan peruncit-peruncit.
untuk kegunaan pengeluaran syarikat dan peruncit-peruncit.
Logo Logo dan dan jenama jenama Ciri-ciri Ciri-ciri Penyimbas Penyimbas Saiz Saiz produk produk Info dan Info dan Perhatian Perhatian 2 2 3 3 4 4 5 5
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Bagi syarikat Khind Holdings Berhad, klasifikasi produk merangkumi jenis Bagi syarikat Khind Holdings Berhad, klasifikasi produk merangkumi jenis produk penggun
produk pengguna iaitu barangan gerak hati, dan barangan belia iaitu barangan gerak hati, dan barangan beli-belah sahaja. Lazimnya,-belah sahaja. Lazimnya, produk pengg
produk pengguna dibeli oleh pengguna akhuna dibeli oleh pengguna akhir untuk kegunaan peribadi atau keluarga.ir untuk kegunaan peribadi atau keluarga.
a)
a) Barangan gerak hatiBarangan gerak hati
Barangan gerak hati ialah barangan yang dibeli tanpa memerlukan perancangan Barangan gerak hati ialah barangan yang dibeli tanpa memerlukan perancangan rapi. Hal ini demikian kerana, pengguna tertarik dengan faktor seperti tawaran rapi. Hal ini demikian kerana, pengguna tertarik dengan faktor seperti tawaran hebat dan hadiah percuma. Barangan tersebut dibeli tanpa ada sebarang hebat dan hadiah percuma. Barangan tersebut dibeli tanpa ada sebarang pertimbangan.
pertimbangan. Sebagai Sebagai contoh, contoh, syarikat syarikat Khind Khind Holdings Holdings Berhad, Berhad, memberikanmemberikan tawaran hebat melalui potongan harga.
tawaran hebat melalui potongan harga.
b)
b) Barangan beli-belahBarangan beli-belah
Barangan beli-belah merujuk kepada barangan yang dibeli oleh pengguna Barangan beli-belah merujuk kepada barangan yang dibeli oleh pengguna melibatkan proses pemilihan berasaskan kesesuaian, kualiti, harga, dan gaya. melibatkan proses pemilihan berasaskan kesesuaian, kualiti, harga, dan gaya. Barangan ini lazimnya ditinjau atau dibuat perbandingan terlebih dahulu oleh Barangan ini lazimnya ditinjau atau dibuat perbandingan terlebih dahulu oleh pengguna berdasarkan proses pemili
pengguna berdasarkan proses pemilihan tersebut. Imej han tersebut. Imej dan jenama badan jenama barangan akanrangan akan mempengaruhi pemilihan pengguna terutama produk seperti periuk nasi. Sebagai mempengaruhi pemilihan pengguna terutama produk seperti periuk nasi. Sebagai contoh, jenama Khind biasanya mempamerkan kipas tersebut di sudut kipas di contoh, jenama Khind biasanya mempamerkan kipas tersebut di sudut kipas di dalam pasar raya untuk memudahkan tatapan dan mencuba oleh pengguna.
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jenama
jenama berwibawa berwibawa dan dan ciri ciri keselarasan keselarasan gaya gaya hidup hidup masa masa kini kini ke ke pasaran pasaran dalam dalam dandan luar negara. Tambahan pula, pembungkusan baharu tersebut memperkenalkan luar negara. Tambahan pula, pembungkusan baharu tersebut memperkenalkan sebanyak 216 produk peralatan kediaman yang bertujuan untuk membina imej sebanyak 216 produk peralatan kediaman yang bertujuan untuk membina imej tersendiri yang lebih konsisten dan selamat bagi membezakan produk yang terdahulu tersendiri yang lebih konsisten dan selamat bagi membezakan produk yang terdahulu yang tampak biasa.
yang tampak biasa.
Gambar 3 : Pembungkusan Syarikat Khind Holding Berhad Gambar 3 : Pembungkusan Syarikat Khind Holding Berhad
Gambar 3 di atas menunjukkan pembungkusan di balut dengan plastik bagi Gambar 3 di atas menunjukkan pembungkusan di balut dengan plastik bagi meningkatkan ketahanan ketika berlaku ketelusan cecair seperti hujan. Selain itu, meningkatkan ketahanan ketika berlaku ketelusan cecair seperti hujan. Selain itu, penggunaan pembungkusan
penggunaan pembungkusan secara secara berkotak berkotak tebal tebal meningkatkan lagi meningkatkan lagi daya daya ketahananketahanan dan tahan lebih lasak di samping dilindungi oleh plastik keras di setiap tepi kotak agar dan tahan lebih lasak di samping dilindungi oleh plastik keras di setiap tepi kotak agar tidak berlaku sebarang ketelusan.
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dan kedalaman produk iaitu merujuk bilangan item produk yang dihasilkan dan dan kedalaman produk iaitu merujuk bilangan item produk yang dihasilkan dan bilangan versi yang ditawarkan o
bilangan versi yang ditawarkan oleh setiap produk tersebutleh setiap produk tersebut
Jadual 1 : Konsep
Jadual 1 : Konsep Lini ProdukLini Produk
Sumber : Khind.com.my Sumber : Khind.com.my
Kipas
Kipas Penyaman udara Penyaman udara Periuk Periuk Mesin Mesin pengisarpengisar Biasa
Biasa Penyejuk Penyejuk udaraudara mudah alih mudah alih
Penggoreng
Penggoreng udara udara BiasaBiasa
Pelembap
Pelembap udara udara Pelembap Pelembap udara udara Dandang Dandang dua dua AisAis Bersalji
Bersalji Pembersih udara Pembersih udara Multi Multi periuk periuk Ekstrak Ekstrak jus jus biasabiasa Ekzos
Ekzos dapur dapur 3 3 dalam dalam 1 1 Periuk Periuk nasi nasi Eksrak Eksrak jus jus terusterus
KELEBARAN PRODUK SYARIKAT KHIND HOLDINGS
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Ketekalan dikenali sebagai konsistensi campuran produk yang mengehadkan Ketekalan dikenali sebagai konsistensi campuran produk yang mengehadkan pengeluaran pengeluaran produk y
pengeluaran pengeluaran produk yang pelbagai.ang pelbagai.
Rajah 1 : Ketekalan barang elektrik syarikat Khind Holdings Berhad Rajah 1 : Ketekalan barang elektrik syarikat Khind Holdings Berhad
Sebagai contoh, syarikat Khind Holdings Berhad terkenal dengan syarikat yang Sebagai contoh, syarikat Khind Holdings Berhad terkenal dengan syarikat yang mengeluarkan produk elektrik seperti periuk nasi, mesin pengisar, kipas, dan mengeluarkan produk elektrik seperti periuk nasi, mesin pengisar, kipas, dan pendingin hawa un
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Dalam bahagian ini, saya menerangkan saluran agihan yang dilakukan oleh Syarikat Dalam bahagian ini, saya menerangkan saluran agihan yang dilakukan oleh Syarikat Khind Holdings Berhad. Terdapat dua jenis saluran agihan iaitu saluran agihan Khind Holdings Berhad. Terdapat dua jenis saluran agihan iaitu saluran agihan mendatar dan saluran agihan menegak.
mendatar dan saluran agihan menegak.
5.2.1.1
5.2.1.1 Saluran Saluran Agihan Agihan MenegakMenegak
Saluran agihan menegak ialah pengedaran melibatkan penggunaan satu atau lebih Saluran agihan menegak ialah pengedaran melibatkan penggunaan satu atau lebih orang tengah untuk mengedarkan sesuatu produk. Terdapat 2 jenis saluran menegak orang tengah untuk mengedarkan sesuatu produk. Terdapat 2 jenis saluran menegak iaitu saluran terus atau langsung dan saluran tidak langsung. Saluran terus atau iaitu saluran terus atau langsung dan saluran tidak langsung. Saluran terus atau langsung ialah pengeluarkan menjual produk terus kepada pengguna tanpa langsung ialah pengeluarkan menjual produk terus kepada pengguna tanpa menggunakan khidmat orang tengah manakala saluran tidak langsung, pengeluar menggunakan khidmat orang tengah manakala saluran tidak langsung, pengeluar menggunakan khidmat orang tengah dalam mengedarkan barang kepada pengguna. menggunakan khidmat orang tengah dalam mengedarkan barang kepada pengguna. Terdapat 4 saluran yang digunakan iaitu saluran 1, saluran 2, saluran 3 dan saluran 4. Terdapat 4 saluran yang digunakan iaitu saluran 1, saluran 2, saluran 3 dan saluran 4. Syarikat tersebut mengamalkan agihan saluran 2. Saluran ini merupakan saluran tidak Syarikat tersebut mengamalkan agihan saluran 2. Saluran ini merupakan saluran tidak terus atau tidak langsung kerana ia melibatkan penggunaan orang tengah seperti terus atau tidak langsung kerana ia melibatkan penggunaan orang tengah seperti peruncit.
peruncit. Jenis Jenis saluran saluran ini ini lazimnya lazimnya diedarkan diedarkan melalui melalui saluran saluran 2 2 ialah ialah barangbarang beli-belah seperti kipas.
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Rajah 2 : Saluran
Rajah 2 : Saluran agihan produk pengguna yang menggunakan saluran 2agihan produk pengguna yang menggunakan saluran 2
Berdasarkan rajah diatas, syarikat Khind Holdings Berhad merupakan pengeluar Berdasarkan rajah diatas, syarikat Khind Holdings Berhad merupakan pengeluar utama dalam mengeluarkan produk kipas yang masih bertapak di Bukit Jelutong, utama dalam mengeluarkan produk kipas yang masih bertapak di Bukit Jelutong, Shah Alam, Selangor. Syarikat tersebut telah mengagihkan produk tersebut kepada Shah Alam, Selangor. Syarikat tersebut telah mengagihkan produk tersebut kepada peruncit-peruncit berdaftar yang t
peruncit-peruncit berdaftar yang terkemuka di seluruh Malaysia erkemuka di seluruh Malaysia seperti AEON, Tesco,seperti AEON, Tesco, Giant, TF-Value Mart, dan di kedai-kedai elektrik di seluruh Malaysia. Oleh itu, Giant, TF-Value Mart, dan di kedai-kedai elektrik di seluruh Malaysia. Oleh itu, pengguna dapat menikmati barang
pengguna dapat menikmati barangan-barangan tersebut secara langsung oleh penjual.an-barangan tersebut secara langsung oleh penjual.
5.2.1.2
5.2.1.2 Saluran Saluran Agihan Agihan MendatarMendatar
Saluran agihan mendatar pula menekankan bilangan ahli yang terlibat dalam sesuatu Saluran agihan mendatar pula menekankan bilangan ahli yang terlibat dalam sesuatu saluran pengagihan. Sekiranya bilangan ahli yang terlibat adalah ramai, reka bentuk saluran pengagihan. Sekiranya bilangan ahli yang terlibat adalah ramai, reka bentuk saluran pengagihan harus lebar dan luas. Pengedaran ini melibatkan tiga jenis reka saluran pengagihan harus lebar dan luas. Pengedaran ini melibatkan tiga jenis reka bentuk
bentuk iaitu iaitu pengagihan pengagihan intensif, intensif, pengagihan pengagihan selektif, selektif, dan dan pengagihan pengagihan ekslusif.ekslusif. syarikat Khind Holdings Berhad melibatkan pengagihan secara selektif yang mana syarikat Khind Holdings Berhad melibatkan pengagihan secara selektif yang mana
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Peruncitan merupakan aktiviti perniagaan yang melibatkan penjualan produk kepada Peruncitan merupakan aktiviti perniagaan yang melibatkan penjualan produk kepada pengguna
pengguna akhir akhir secara secara akhir akhir secara secara terus terus dalam dalam kuantiti kuantiti yang yang kecil kecil berdasarkanberdasarkan keperluan dan kehendak pengguna. Peruncitan terbahagi kepada dua, iaitu peruncitan keperluan dan kehendak pengguna. Peruncitan terbahagi kepada dua, iaitu peruncitan berkedai dan
berkedai dan peruncitan peruncitan tanpa tanpa kedai. kedai. Syarikat Syarikat Khind Holdings Khind Holdings Berhad meBerhad menggunakannggunakan kedua jenis peruncitan tersebut.
kedua jenis peruncitan tersebut.
5.2.2.1.1 Peruncitan Berkedai 5.2.2.1.1 Peruncitan Berkedai
Peruncitan berkedai merupakan perniagaan runcit yang menjalankan operasi Peruncitan berkedai merupakan perniagaan runcit yang menjalankan operasi perniagaan dengan menggunakan premis perniagaan secara
perniagaan dengan menggunakan premis perniagaan secara tetap. Peruncitan berkedaitetap. Peruncitan berkedai mempunyai 6 jenis iaitu kedai berjabatan, pasar raya, kedai mudah beli, superstore, mempunyai 6 jenis iaitu kedai berjabatan, pasar raya, kedai mudah beli, superstore, pasar
pasar raya raya hiper, hiper, dan dan kedai kedai istimewa. istimewa. Syarikat Syarikat Khind Khind Holdings Holdings Berhad Berhad hanyahanya memasarkan produk kipas tersebut melalui pasar raya, dan pasar raya hiper.
memasarkan produk kipas tersebut melalui pasar raya, dan pasar raya hiper.
1.
1. Pasar rayaPasar raya
Pasar raya merupakan kedai runcit berjabatan bersaiz besar yang menawarkan Pasar raya merupakan kedai runcit berjabatan bersaiz besar yang menawarkan pelbagai jenis produk pengguna. Sebagai contoh, syarikat Khind Hold
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Gambar 4 : Kipas keluaran Syarikat Khind di Pasar Raya Aeon Gambar 4 : Kipas keluaran Syarikat Khind di Pasar Raya Aeon
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dan pemasaran elektronik serta mengambil inisiatif dengan memasarkan produk dan pemasaran elektronik serta mengambil inisiatif dengan memasarkan produk tersebut ke dalam pasaran internet dan media massa ekoran penggunaan internet dan tersebut ke dalam pasaran internet dan media massa ekoran penggunaan internet dan televisyen semakin tinggi dari semasa ke semasa.
televisyen semakin tinggi dari semasa ke semasa.
1.
1. Pemasaran langsungPemasaran langsung
Pemasaran langsung melibatkan penggunaan pelbagai media pengiklanan seperti Pemasaran langsung melibatkan penggunaan pelbagai media pengiklanan seperti katalog, risalah, dan pos serta peralatan teknologi seperti telefon, televisyen dan katalog, risalah, dan pos serta peralatan teknologi seperti telefon, televisyen dan radio untuk memasarkan sesuatu produk. Sebagai contoh, syarikat tersebut radio untuk memasarkan sesuatu produk. Sebagai contoh, syarikat tersebut menggunakan aplikasi telefon bimbit yang boleh di muat turun dalam Google menggunakan aplikasi telefon bimbit yang boleh di muat turun dalam Google Play Store dan App Store.
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talian (online) dan pembayaran akan ditolak secara terus daripada akaun kad talian (online) dan pembayaran akan ditolak secara terus daripada akaun kad kredit pengguna. Syarikat Khind Holdings Berhad memasarkan produk kredit pengguna. Syarikat Khind Holdings Berhad memasarkan produk menggunakan internet seperti Lazada.
menggunakan internet seperti Lazada.
berhubung berhubung secara langsung secara langsung
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Gambar 9 : Pemasaran elektronik melalui laman rasmi Khind Gambar 9 : Pemasaran elektronik melalui laman rasmi Khind
berhubung berhubung secara langsung secara langsung de
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5.3.1.1 Faktor Dalaman 5.3.1.1 Faktor Dalaman
Faktor dalaman merujuk kepada faktor keputusan penentuan harga oleh pemasar. Faktor dalaman merujuk kepada faktor keputusan penentuan harga oleh pemasar. Faktor dalaman boleh mempengaruhi keputusan penentuan harga syarikat Khind Faktor dalaman boleh mempengaruhi keputusan penentuan harga syarikat Khind Holding Berhad melalui objektif penentuan harga, objektif pemasaran, strategi Holding Berhad melalui objektif penentuan harga, objektif pemasaran, strategi campuran pemasaran, kos pengurusan pemasaran, dan pertimbangan organisasi.
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Faktor luaran merujuk faktor keputusan penetapan harga produk berdasarkan keadaan Faktor luaran merujuk faktor keputusan penetapan harga produk berdasarkan keadaan persekitaran perniagaan,
persekitaran perniagaan, jumlah permintaan jumlah permintaan dalam pasaran dalam pasaran dan desakan dan desakan serta serta tekanantekanan persaingan.
persaingan. Faktor Faktor luaran luaran yang boleh yang boleh dipengaruhi dipengaruhi keputusan penetapan keputusan penetapan harga harga sepertiseperti pasaran
pasaran dan dan permintaan permintaan yang yang terdiri terdiri daripada daripada pasaran pasaran persaingan persaingan sempurna, sempurna, pasaranpasaran monopoli, pasaran persaingan monopolistik, pasaran oligopoli. Selain itu, dipengaruhi monopoli, pasaran persaingan monopolistik, pasaran oligopoli. Selain itu, dipengaruhi oleh harga, kos dan pesaing, dan keadaan
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a)
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Namun
Namun begitu, begitu, harganya harganya tidak tidak terlalu terlalu tinggi tinggi dengan dengan harga harga yang yang ditetapkan ditetapkan oleholeh syarikat pesaing iaitu peningkatan sebanyak RM 0.35 sen sahaja dari harga syarikat syarikat pesaing iaitu peningkatan sebanyak RM 0.35 sen sahaja dari harga syarikat Pensonic Holdings Berhad dan berkurang sebanyak RM 30.65 sahaja dari harga Pensonic Holdings Berhad dan berkurang sebanyak RM 30.65 sahaja dari harga syarikat Deka Marketing Sdn Bhd. Oleh itu, syarikat Khind Holding Berhad dapat syarikat Deka Marketing Sdn Bhd. Oleh itu, syarikat Khind Holding Berhad dapat memasarkan produk kipas dalam pasaran dengan produk pesaing yang sama sambil memasarkan produk kipas dalam pasaran dengan produk pesaing yang sama sambil memaksimum keuntungan.
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Syarikat Khind Holdings Berhad sentiasa berusaha untuk memasarkan produk Syarikat Khind Holdings Berhad sentiasa berusaha untuk memasarkan produk baharu
baharu yang yang dikeluarkannya dikeluarkannya dalam dalam pasaran pasaran peruncit peruncit berkedai berkedai mahupun mahupun tidaktidak berkedai.
berkedai.
Oleh itu, Syarikat Holding Berhad sentiasa bekerjasama dengan Oleh itu, Syarikat Holding Berhad sentiasa bekerjasama dengan peruncit-peruncit
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5.4.2.2 Pengiklanan 5.4.2.2 Pengiklanan
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