Lembar Pengantar Ujian Akhir Semester

Akselerasi Final Examination Cover Sheet

Nama Mahasiswa :Ferdy Hutasoit

NIM Mahasiswa : 03014180014

Mata kuliah :Integrated Marketing Communication

Kelas :18MR (Retake)

Class

Dosen :Mr.Michael Jackson

Tanggal Penyerahan : 12 Maret 2022

Saya menyatakan bahwa asesmen ujian akhir semester ini adalah merupakan karya saya sendiri, dan belum diserahkan untuk keperluan
nilai kredit akademik di institusi lain, dan menyatakan bahwa penilai dapat mempergunakannya untuk:
I declare that this Final Examination Assessment item is my own work, and has not been submitted for academic credit elsewhere, and acknowledge
that the assessor of this item may, for the purpose of assessing this item

a. Memperbanyak hasil penilaian ujian akhir semester ini dan memberikan salinannya kepada pihak terkait lainnya dalam Universitas;
dan/atau
b.
c. Menyerahkan alinan dari hasil penilaian ujian akhir semester ini kepada layanan pemeriksaan plagiarisme (untuk disimpan sebagai
arsip dalam pemeriksaan plagiarisme di masa mendatang)

d. Saya menyatakan bahwa saya telah membaca dan memahami Peraturan Universitas sehubungan dengan Pelanggaran Akademik
Mahasiswa

Ditanda tangani oleh :

Signed by

Tanggal :
12 Maret 2022
 Analisis PT. Cahaya Bintang Medan

Cahaya Bintang Medan Furniture is a national private company that was

established on February 9, 2012. Engaged in the furniture industry, which produces
office and household utensils such as writing desks, wardrobes, study desks and
baby lockers. The company started the installation in June. November 2011 the
machines and equipment have been included and the process testing of these
machines has been carried out. The first production was carried out in January 2012
with the initial product being a simple writing desk with the code MTS 2015 which
produced 2000 pcs. The company then developed an organizational structure in the
same month where the highest position was the position of Director. The Director
supervises the General Manager (GM) and each production department is led by a
Head of Section. In February 2012, additional production and product types were
added. The products that have been added are wardrobes and study tables. As a
result of the increasing number of orders, the company also added employees
directly or with the help of labor supply agencies (outsourcing). The addition of
products is increasing, until now the products produced are more varied, such as: 3-
door wardrobe, 2-door wardrobe.
Product marketing has covered several domestic cities such as: Medan
and its surroundings, Aceh, Pekanbaru and Sibolga. The company also builds good
cooperation with furniture shops that have become customers by providing product
information and conducting bazaars every year. In the field of business
development, the company established a workforce training institution which is
currently located in the company area as well as the scope of business of PT.
Cahaya Bintang Medan is a company engaged in the manufacture of furniture. The
products produced in the form of office and household equipment, In addition, PT.
Cahaya Bintang Medan also accepts product orders from shops in North Sumatra
and its surroundings, Aceh, Sibolga and Pekanbaru. Some of the products produced
by PT. Cahaya Bintang Medan are simple writing desks, 3-door wardrobe, 2-door
wardrobe, study table, and baby locker. Company Location PT. Cahaya Bintang
Medan is located in the city of Medan, precisely located on Jln. Defense No. 111,
Patumbak Medan, North Sumatra.
SWOT analysis PT. cahaya bintang Medan.

 Stengths
The products featured by most other companies use furniture products that
apply natural finishing types, while PT Cayaha Bintang applies shabby chic,
vintage, and other finishing types. Or, other furniture businesses focus on
household products.
 Weakness
Bintang Cahaya company mostly uses teak wood. In general, teak wood
does have a very good appearance and is liked by the market. But the
weakness is that the supply of teak is often hampered, due to high demand.
 Opportunities
Currently, there is a trend for furniture with a minimalist design, because it
is easier to arrange a place/easy to move, therefore this will create new
opportunities by creating an attractive and quality minimalist design.
 Threats
Threats that may occur are the emergence of new competitors who create
similar products with different materials.

STP new product/product expansion

 Segmentasion
The segmentation that I do is geographic segmentation, demographics,
psychographics, and behavior
Where is the geographical segmentation that the area covered is only the
area close to the production business of PT. Cahaya Bintang Medan
Furniture, then demographic segmentation based on people's income where
the prices for products made are varied to reach people who are in the
middle to lower economic level, then psychographic segmentation where
 this segment leads to consumer lifestyles, consumer lifestyles that follow
trends will create trends about desired and needed products.
 Targeting
Targeting is an action taken by a company to choose which market to target
to market its business
My target is the people from the lower, middle and upper classes. And just
targeting consumers around the business location by implementing the Full
Marketing Coverage marketing pattern, where the market pattern serves all
groups of buyers with the products they need. So that PT. Cahaya Bintang
Medan Furniture serves various types of furniture according to the wishes of
customers.
 Positioning
Positioning is the determination of the market to show the advantages of a
product in the market in the form of consumers to win the competition
Positioning according to price and quality by PT Cahaya Bintang Furniture
is to provide prices that can be reached by all people where the prices
offered are very varied and also provide the best quality for their products
so that consumers feel satisfied buying these products. While the
positioning based on competitors, namely PT. Cahaya Bintang provides
products that are able to compete with other furniture businesses in terms of
price, quality, and the characteristics of the products themselves that are
able to distinguish them from products from other furniture manufacturers.
competitor.

Marketing Objective

 Increase Brand Awareness

Conventional advertising, what is meant by conventional advertising is
advertising that is generally hard-selling and through conventional media
such as television, radio, billboards, and others. Conventional advertising is
able to expose a broad audience.PT. Cahaya Bintang Medan produces many
types of cabinets, work desks, and other household appliances. In general,
 people who are married are more dominant in viewing advertisements on
television, therefore it is very good to introduce products through these
media.

Marketing strategies
 A good marketing strategy to do on furniture products can be by putting up
banners, making promotions, distributing brochures, placing advertisements
in magazines and what should not be forgotten is to use the power of social
media, because with the development of an increasingly modern era, people
are more dominant in using HP/Internet to view the news now. Basically,
traditional media such as television, radio, brochures, etc. are more often
used by elderly parents because information from these media is easier to
receive. While Digital Media such as social media is a media that is more
often used by young people / Millennials so Millennials are more dominant
in seeking information from this media such as Facebook, Instagram,
Twitter, Tiktok etc. What you need to remember in every advertisement is
to make it as attractive as possible so that it can draw the attention of many
people to our products.

Marketing tactics

 Marketing tactics are different techniques used to market a company's

products or services to an audience that is most likely to buy from our
company.
For a marketing tactic to be effective, it needs to be targeted to the right
market, which requires comprehensive customer research. If we know our
target audience, be sure to use marketing tactics centered around customer
service to identify what demands we need to meet in that market.
The marketing tactics that I will make are as follows:
1. Influencer
 An influencer is someone who provides positive feedback about our
products and services, which can influence the perception of other users
we target.

Celebrities can be powerful influencers if they align with your target

audience and can generate more sales. You can make influencers the
focal point of our marketing efforts on our web pages, advertisements
and emails to customers, thereby increasing brand loyalty.
2. Case studies
Describe user experiences with our products and how these products
solve the problems they face. Video is the most appropriate media
channel because we can combine visuals and text to explain their story
thoroughly.
PT. Cahaya Bintang Medan produces products such as cabinets, tables,
chairs, and home appliances using virtual/online media and text makes it
easier to explain about product introductions and the quality of the
products we have, this will be an advantage for the company because
consumers will find it easier to understand Information from our
company.
3. Media Social
Social media is related to online forums that communicate and share
information related to the latest news. Our company must be actively
engaged on social media to talk to prospects, join industry
conversations, and share new insights that bring value to the public. It's
also a great way to reuse content that was originally posted on our
website.
The use of social media such as Instagram, facebook, tiktok, etc. makes
it easier for us to find customers, marketing using social media is more
efficient and affordable. We as marketers only need to create creativity
in creating pictorial and video content. The more interesting the content
we make, the more consumers will eat. interested in our products