STRATEGY TO WIN THE GLOBAL MARKET COMPETITION (STUDY AT THE PT. KARYA TANGAN INDAH, BALI)

By

Ni Putu Tirka Widanti

Ngurah Rai University, Bali

tirka.widanti@gmail.com

Abstract

This research was conducted at the company “PT. Karya Tangan Indah”, Badung, Bali is focusing its work in the craft industry sectors silver, gold, beeswax candle, and crocodile skin with primary market target is the global market. Formulation of the problem in writing this paper is how to build superior perceived value for the consumer and the planning, selection and application of competitive strategy in marketing is right in responding to market demands in the era of economic globalization and the free market? Emphasis on the writing of this paper lies in the combination of strategic management with marketing management and a discussion of using Strength Weakness Opportunity Threats (SWOT) Analysis and reviewing more in-depth on a variety of strategies such as product, pricing and promotion strategy.

Abstract

This research was conducted at the company “PT. Karya Tangan Indah”, Badung, Bali is focusing its work in the craft industry sectors silver, gold, beeswax candle, and crocodile skin with primary market target is the global market. Formulation of the problem in writing this paper is how to build superior perceived value for the consumer and the planning, selection and application of competitive strategy in marketing is right in responding to market demands in the era of economic globalization and the free market? Emphasis on the writing of this paper lies in the combination of strategic management with marketing management and a discussion of using Strength Weakness Opportunity Threats (SWOT) Analysis and reviewing more in-depth on a variety of strategies such as product, pricing and promotion strategy.

Keywords: analysis, marketing, strategy, global markets and management.