STRATEGI BAURAN PEMASARAN 4 P USAHA KECIL MENENGAH (UKM) Studi Kasus Perusahaan Furnitur Kayon Living

Saskia Prisandhini, Dr. lin Maya Sari, M.M., M.Si.

2013 | Tesis | S2 Magister Manajemen

H Kayon Living yang dirintis sejak tahun 2009 berharap dapat menjadi trendsetter desain furnitur dan aksesori mebel dengan domisili DKI Jakarta. Kayon Living mengolah produk furnitur dengan material kayu mahogani, kulit, rotan, dan kuningan. arga jualnya termasuk kelas menengah, Rp 1-6 juta per furnitur. Bisnis model utamanya adalah menjual produk furnitur yang diproduksi sendiri, dan juga melayani desain interior dan desain furnitur sesuai keinginan klien, dan kontraktor bangunan rumah. Kayon Living saat ini berjalan dengan menggunakan promosi Produk Kayon Living diciptakan sesuai dengan masukan pelanggan yang digabungkan dengan analisa tren pasar dan keinginan Direktur. Pemilihan tempat (Place) disesuaikan agar dekat dengan calon pelanggan. yang bersifat pasif yakni mengandalkan pihak lain, yang dalam hal ini ucapan pelanggan ke pelanggan lain dan undangan pameran dari Kementrian UKM. Konsep harga (price) disesuaikan dengan harga pembuatan barang dengan perhitungan margin keuntungan tertentu. yang mengandalkan Strategi Bauran Pemasaran Kayon Living penempatan unsur bauran pemasaran place yang ditempatkan tidak jauh dari pasar ini membuat penekanan keberhasilan Rencana Pemasaran Kayon Living tertitikberatkan pada pihak ketiga, yakni pasar. Cara ini dapat terlaksana dengan menggunakan kekuatan sales dan customer relation yang ekstensif tanpa perlu bermodal besar, dan orientasi pasar yang tepat guna dan minim modal, mengingat alamiah perusahaan sebagai UKM. Riset yang dilakukan bertujuan untuk mengetahui strategi bauran pemasaran yang dapat mengakomodasi model bisnis utama Kayon Living, yakni penjualan produk furnitur pada segmentasi idealnya, yang nantinya dapat menjadi pegangan perusahaan Industri Kecil Menengah (IMK) yang masih tumbuh ini.

was Kayon Living established on 2009 and expected to become a trendsetter furniture design furniture and accessories with a domicile in Jakarta. Kayon Livingproducts were made from mahogany furniture, leather, rattan and brass. Its selling price is considered affordable for the Jakarta middle class, Rp 1- 6 million per furniture. Its main business model is to sell self-produced furniture products, while also serving the interior design and furniture design according client's wishes, and the contractor to build low-rise buildings in Jakarta. Kayon Living is a growing Small and Medium Enterprise. This research aimed to understand marketing strategies that can accommodate major business model Kayon Living, which is selling its furniture products to its ideal market segmentation. Based on research, marketing mix aspects of Kayon Living were performed by order of the creative process of product design, then determining the price concept, its promotion, making brochures and exhibitions. The promotion process lasts for 6 months since product launched. After that, there will be discount period. were created by mixing customer input and Kayon Living Products combining itto the analysis of market trends and desires of Director. Selection of the Place is adjusted to be closer to potential customers. Kayon Living is currently running using the passive promotion, relying on others, which in this case word-of-mouth promotion by customers and exhibition invitationsby the Ministry of Small and Medium Enterprises. The concept of price is adjusted to the price of manufacturing goods with a certain profit margin calculations. ies Currently, succession of Kayon Living Marketing Plan rel heavily on third parties. This situation is based on minimum promotion budget. The research explores how Kayon Living optimalise its sales force and extensive customer relation, and right market orientation to better Marketing Mix with limited capital budget, considering enterprise's nature asgrowing Small and Medium Enterprise.

Kata Kunci : Industri Kecil Menengah, IMK, UKM, Bauran Pemasaran, Orientasi pasar