Analisis bauran pemasaran dalam penyusunan strategi pemasaran pada PT. Surabaya Wire

The aim of this thesis is to make comparison between the marketing theories and other theories in order to develop the marketing strategy of PT Surabaya Wire. By connecting the marketing theories, strategies and external condition, therefore, it will be expected whether the marketing strategy design conducted by the company has been established correctly or not. The data were collected through direct interviews and questionnaires where the result will be analyzed further. The company has conducted the appropriate strategy in the past, where it was shown by the increasing sales significantly. However, the business environment has changed rapidly at present and demands the company to assess and reconstruct its strategy so that it could meet the market demand. To adapt to current environment, the company must focus on pricing strategy. And the company can adjust its pricing strategy by reconstructing each element of the marketing mix strategy