Analisis Strategi Pemasaran dengan Pendekatan Generik Porter dan SWOT dalam Pembentuk Retensi Pelanggan (Studi Kasus di PT Charoen Pokphand Indonesia, Poultry Inegration)

Abstract

PT. Charoen Pokphand Indonesia is currently facing stagnation in terms of customer retention, where the number of their customers continues to decrease and not many make repeat purchases. This is indicated because the management strategy has not yet been implemented in making customers loyal to the company. The purpose of this research is to look at the Marketing Strategy with Porter's Generic Approach and SWOT in forming Customer Retention at PT. Charoen Pokphand Indonesia. The research methodology used is descriptive quantitative with Multiple Regression Analysis approach to answer research hypotheses and SWOT analysis for formulating marketing strategy. The population of this research is all customers as much as 67 people. The results of the study found that partially only Differentiation Strategy and Cost Leadership Strategy each variable had an effect on Customer Retention, while all variables simultaneously had an effect on Customer Retention. Formulation of SWOT analysis based on the strongest variable affecting Customer Retention, id est Cost Leadership Strategy variable.