Developing Strategic Marketing Plan for Artificial Flower Bouquet Business in Bandung

DOI

10.2991/aebmr.k.200108.009How to use a DOI?

Keywords

Strategic Marketing Plan, Marketing Mix, Five Competitive Forces

Abstract

This study aims to develop strategic marketing plan for the artificial flower bouquet business in Bandung City. The method used in this study was qualitative analysis descriptive through marketing mix 4Ps theory and Porters five competitive forces theory. The result of the research produced strategic marketing plan for all marketing mix 4Ps aspects such as product, price, place, and promotion. The resulting strategic marketing plan becomes more focused because it is produced on the basis of Porters five competitive forces. This research can be helpful for the business owner especially to take right strategic marketing plan.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Abdullah Al Aliyi Surtawijaya
AU  - Dedi Sulistiyo Soegoto
PY  - 2020
DA  - 2020/01/13
TI  - Developing Strategic Marketing Plan for Artificial Flower Bouquet Business in Bandung
BT  - Proceedings of the International Conference on Business, Economic, Social Science, and Humanities – Economics, Business and Management Track (ICOBEST-EBM 2019)
PB  - Atlantis Press
SP  - 29
EP  - 31
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200108.009
DO  - 10.2991/aebmr.k.200108.009
ID  - Surtawijaya2020
ER  -