Analisis strategi bauran pemasaran PT. "X" menghadapi pasar di Surabaya

This research is intended to analyze the marketing mix strategy of PT. "X" to face the market in Surabaya, which is applied with Andreasen and Kotler theory about strategy marketing planning process. The research is conducted with 7 (seven) steps related to Andreasen and Kotler theory. First: (a) State about organization objective; (b) analyze external environment; and (c) Evaluate weakness and strength of organization. Second are state mission, objective, and marketing goal. Third: state marketing core strategy is (a) Market Target; (b) Competitive position; and (c) Marketing mix. Fourth: (a) System and organization plan; (b) State special tactic; and (c) State Performance criteria. Fifth is strategy implementation. Sixth is performance evaluation based on product selling. Seven the needed if performance of the company is not as expected the company needs to reevaluate three, four, five, and six steps. Data is collected by interview and documentation. The result shows that marketing mix strategy PT. "X" is not effective based on product selling from year to year declining significantly. To make marketing strategy of PT. "X" appropriate to face market in Surabaya, the company needs to do step seven: reevaluating steps three, four, five, and six