Launching a new product requires a company to study the marketing situation and plan the marketing strategy seriously. For the purpose of launching "Sendok" cooking oil in Jakarta, we, the GFP team from IPMI, try to help PT. Astra Agro Lestari assess the current marketing situation and recommend a viable marketing plan. In order to achieve the objectives above, we conduct market survey and library research. We also use analysis tools, such as Porter's five forces analysis, and SWOT analysis.

Our GFP report is divided into five chapters. The first chapter is the introduction that tells about the objectives, methodology, and source of information for the project. The second chapter explains the situation of cooking oil industry in Indonesia, which includes cooking oil production, consumption, and export. We also talk about the competitive situation of the branded cooking oil industry, and the company profile of PT. Astra Agro Lestari. The third chapter deals with the survey and research of current marketing situation. In this chapter, we draw conclusion about consumers' buying behavior, retailers' response, and distributors response. After gathering data, and having a good understanding of marketing situation, in chapter four, we analyze the cooking oil industry using the Porter's five forces analysis to see whether this industry is attractive or not. We also assess PT. Astra Agro Lestari's competitive position using SWOT analysis. Finally, after analyzing the external environment and internal competency of PT. Astra Agro Lestari, we give our recommendation of marketing strategy for PT. Astra Agro Lestari.



Research Location: PT. Astra Agro Lestari

Supervisor: Hadi Satyagraha Ph.D.

Accepted on [1998]



For IPMI Internal -- Read at Library only.