The goal of this project is to analyze and give recommendation for Joy Tea Green Tea product in order to increase the market share, but it is not necessarily going to happen because it is not all that writer plan to be going according the writer want. There are two possibilities; bad news is if this thesis does not used by the company and good news is if this thesis used by the company. First is if this thesis does not used by the company. In this case, the company will not get any advantages or the market share will be stagnant. But it still gives the benefits like the writer will know about the marketing strategy that big company used in food & beverage industry and also know about how tough the competition in food & beverage industry. Second is if this thesis is used by the company. In this case, the company will know about the condition and position of Joy Tea Green Tea in the market and get the evaluation regarding the strategy that PT. Sinar Sosro used. After that, the company will get the strategy to increase the market share of Joy Tea Green Tea and beat the competitor then become the market leader.
Supervisor: Pieter Andrian
(CONFIDENTIAL 11 MAY 2016)