Short Report

Tittle               :    Report on marketing strategy at PT. Indofood sumber makmur, Tbk.

Summary            :   Marketing strategies conducted by PT Indofood to maintain its position in the middle of the competition.

Main Focus         : 

     PT Indofood CBP Sukses Makmur Tbk. market orientation, where the production is carried out by the company adjusted to 4 market demand. The company has always tried to meet the needs of consumers, both in quantity and quality of the product. Therefore, the company is always developing innovations to meet customer satisfaction, in particular produced consumen. Instant noodle division consists of two major groups, namely:

1. Bag Noodle, the instant noodles in pack packaging; and
2. Noodles egg, which is in the process of making the noodles are fried but not drained.

      On the face of competition strategy, Indofood will implement strategies Mastering The Present, Pre-empting the Future. These strategies include a focus on organic growth, leveraging the competitive advantage through scale, scope, span, and speed. Additionally, it will run the program cost efficiency and cost cutting. In addition, the segmentation of customers continue to introduce products with higher price and higher margins.

Conclusion   :  

The dominance of PT Indofood Sukses Makmur Tbk so strong despite a shift. 2002 Indomie controls about 90 % instant noodle market, last year dropped to 75 %. The remaining 25 % were beaten other brands of instant noodles. The setback should be worry. Moreover, recently emerging new products, such as noodles savory Mas Utama PT wings which are groups of group Wings, which was launched in May 2003 and a new distributed in Java and Bali , but his name has begun to be discussed among buyers in shop - shop , even supermarket. 

Intense competition instant noodles completely realized by the management of PT Indofood. Sources who requested anonymity acknowledged that the current domination of the Indofood instant noodle market declined from 90 % to 75 %. Despite a decline in market share , but the division can still achieve instant noodle sales increase by 6.6 % to Rp 4,5 trillion compared to Rp 4,2 trillion in the same period of 2002. Increase was influenced , among others, higher average selling prices. In addition, to this day of instant noodle division to maintain its sales volume by 7.3 billion packs .