MARTKETING PLAN PERUSAHAAN KANCING KERAJIANAN JJBALI BUTTON DENPASAR, BALI

The existence of environmental changes and developments in today's business world, creating a marketing plan to be a very important thing for companies that want to succeed in business. Slogan that used to grow, which states that entrepreneurs or businessmen do not require a marketing plan, it is not a proper foundation. During its development, many companies that eventually went bankrupt due to poor and inappropriate planning. Preparation of Marketing plan is essential, because it will greatly assist the activities run by entrepreneurs or companies, so what the activities that they do are always on the path that has been compiled and predicted. The research was conducted at the art buttons company, JJ Bali Button Denpasar. It discusses and evaluates the condition of the company, and formulate the marketing plan within the company. Preparation of marketing plan aims to continue the growth of existing products and develop a marketing area of buttons are concerned. Came to the fore a clear target. Starting with the analysis of external and internal environment that may affect the company, then analyze the market conditions that develop primarily buttons industries in Indonesia and the world, to the analysis of the consumer, which this study reveals the characteristics of consumers of various countries in the world. Analysis of the latter is from the rival JJ Bali Button presented through the Five Forces, which is then coupled with a SWOT analysis. Recommendations and conclusions obtained in this research strategy presented in the form of segmenting, targeting and positioning, as well as the marketing mix. In the STP strategy, performed the grouping consumers become more homogeneous and then choose a target market of JJ Bali Button that is foreign tourists and domestic tourists. Positioning strategy be based on the POP and POD, which is the company positioned itself as a provider of unique buttons and become one of tourist destinations. Closed with 4P strategy in the marketing mix which are product, in the form of buttons, company tours, and workshop