Analisis Strategi Pemasaran PT. Intercraft Sedati Sidoarjo

The research objective was to determine the ability and opportunities owned by PT. Intercraft and to anticipate threats are faced and will be faced by PT. Intercraft Sedati Sidoarjo. The prospect of furniture industry in Indonesia is still large because of the availability of raw materials, and the simplicity of the technology used in the industry. The company have to do or choose the right marketing strategy to compete in this industry. Because in this industry especially in the garden furniture industry need to always do the marketing strategy evaluation in a shorter cycle and the observation of macro environment trend for long time. This research takes a case study of PT. Intercraft, Sidoarjo. The aim is to do a series of market entry strategy evaluation, which been determined by PT. Intercraft, and to do an analysis of some factor such as strength, weaknesses,oportunity and threat. This research uses several analysis tools that are FiveForces Model of Michael E. Porter and SWOT analysis (Urban and Star Model) and Modes of Entry (Douglas and Craig). The results show that the appropriate strategy for PT. Intercraft is growth-oriented strategy, which aims to expand the market and to increase the market segment. Two aspects, which are identified having dominant influence to the success of PT. Intercraft in its industry, is channel distribution and choices of modes of entry into Europe market (Spain). In principal, the product, price and distribution strategy of PT. Intercraft is already effective though little of weakness on the indirect distribution system is still found. So is the dominance of direct marketing activity and advertising in terms of promotion aspect. To expand the market, sales promotion is necessary. It is needed as a supplement of customer relationship management activity