This report was prepared based on a study conducted by a GFP team of IPMI MBA students in July to November 1990. The study was completed on the basis of the Terms of Reference agreed upon by the management of PT. Great River Garment Industries. The content of this report is a recommendation on the marketing strategy of Baleno childrenwear by Great River for Indonesian market in 1991.

The Group Field project itself is an integral part of IPMI's MBA program, it is designed to develop students' skill and attitude by providing them with opportunity to analyze and provide managerial recommendation in an actual corporate setting.



The primary objective of this Group Field Project is to assist the management of Great River in their marketing strategy for Baleno children-wear in 1991 that will strengthen Great River position with respect to market share and competitive position against import and local manufacturers of children-wear.



Data was collected from consumers, sales forces, retailers, Biro pusat statistik and Departemen Perdagangan. Based on these data we analyze consumer behavior toward children-wear and the appropriate marketing strategy of Baleno children-wear for Indonesian market in 1991 including target customers, pricing, product, distribution, display, sales promotion, and advertising strategy.



Research location: PT Great River Garment Industries

Supervisor: Tomothy Malloy

Accept: December 1990.