FiraSari is a small size comapny in bread industry and it is basically private iwn company. In this industry they facing tight competition amongs many rivals who already have their own market share.

The Marketing mix (4P's) is an important formula to increase the performance of the company. The four Ps represent the seller's view of the marketing tools available for influencing buyers, and from the buyer's point of view, each marketing tool is designed to deliver customer benefit. The marketing-mix decision must be made for influencing the trade channels as well as the final consumers. The firm can change advertising expenditure in the short run and can develop new products and modify its new distribution channels in the long run.



A promotional plan can have a wide range of objectives, including : sales increases, new product, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. The elements of promotion (communication mix) are : advertising, sales promotion, events & experiences, public relation, direct marketing and personal selling.



Segmentation, Targeting and Positioning is the essence of strategic marketing, the company must discovers the needs in the market place in order to satisfy the target, then positions its offering so that the target market recognize the company's image.



Distribution strategy is influenced by the market structure the firm' objectives its resources and overall marketing strategy. All these factors are addressed in the section on selecting distribution channel. The first strategic is whether the distribution is to be : Intensive (with mass distribution into all outlets), Selection (with carefully chosen distributors) or Exclusive (with distribution restricted to up market outlets).



The next strategic decision clarifies the number of levels within a channel, such as distributors, wholesalers, retailers. Then, come the next level of strategic decisions concerning strategic relationship and partnerhsip. Two common strategies are vertical marketing system and horizontal marketing system.



Considering the tight competition in this industry, the company should do the marketing-mix strategy that emphasize on place and promotion, and do does for the distribution.

In this circumtances FiraSari should increase their promotional attempts, by doing above and below the line promotion and the promotion mix.



For distribution strategy, FiraSari could do the horizontal marketing system in order to penetrate the market. The company could do three distribution channels, there are : selling to customers, to retailers and selling to wholesaler.





Research Location : FiraSari Bakery



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