Comparison Of The Marketing Mix On The Three Mabel Industrial Scales In Medan

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Introduction

The marketing mix is a crucial element in the success of any business, and it plays a vital role in achieving the target market's goals. The marketing mix, also known as the 4P's (price, product, place, and promotion), is a combination of marketing variables controlled by the company to achieve its objectives. In this study, we aim to compare the marketing mix of three furniture industries in Medan, namely small, medium, and large industries. The focus of this research is on the four main elements of the marketing mix, which are prices, products, places, and promotions.

The Importance of Marketing Mix

The marketing mix is a vital tool for businesses to understand their target market and develop a strategy to achieve their goals. It helps companies to identify their strengths and weaknesses, as well as their opportunities and threats. By understanding the marketing mix, businesses can develop a competitive advantage and increase their sales. In the context of the furniture industry in Medan, the marketing mix is crucial in differentiating the products and services offered by various companies.

Large Industry

The large furniture industry in Medan is characterized by a wide range of products offered at relatively high prices. For example, sofas and living room sets are among the most expensive products, with prices that can reach up to Rp. 50 million. On the other hand, the cheapest products offered by this industry are furniture types such as cushion doors, which cost around Rp. 900 thousand per set. In terms of distribution, products from large industries are usually distributed through several channels, ranging from producers to agents, then to wholesale distributors, and finally reach consumers.

The large industry in Medan uses an active marketing strategy to attract the attention of the public and find customers. This includes advertising, promotions, and public relations. The industry also uses various channels to promote its products, such as social media, print media, and online advertising. The goal of this marketing strategy is to create awareness and interest in the products offered by the large industry.

Medium Industry

The medium furniture industry in Medan produces various types of furniture, including groval furniture and replica furniture. Furniture Groval, which is often in the form of sofas and kitchen sets, is valued around Rp. 16 million to Rp. 20 million. However, because the price is relatively high, this product is rarely sold. On the other hand, replica furniture is valued between Rp. 10 million to Rp. 13 million.

The distribution channel used by the medium industry is a direct distribution of producers to consumers without passing agents. This means that the products are sold directly to the consumers, eliminating the need for intermediaries. For promotion, this industry relies more on advertising to introduce their products to the public. The medium industry uses various channels to promote its products, such as social media, print media, and online advertising.

Small Industry

The small furniture industry in Medan, such as UD, generally offers products at more affordable prices, such as guest chairs that are sold at prices ranging from Rp 400 thousand to Rp 6 million. The distribution channel used is also simple, namely from direct producers to consumers. For promotions, small industries often rely on exhibitions, such as those conducted at the PRSU (North Sumatra Retail Exhibition), to introduce their products to the wider community.

The small industry in Medan uses a more localized marketing strategy, focusing on the local market and using local channels to promote its products. This includes using local media, such as newspapers and radio stations, to promote its products. The goal of this marketing strategy is to create awareness and interest in the products offered by the small industry.

Analysis and Conclusion

The three furniture industry scales in Medan show a different approach in the marketing mix. Large industries with expensive products tend to have more complex distribution channels and use more aggressive promotions. On the other hand, the medium industry is trying to attract the market with more affordable products even though it is constrained by high prices, while small industries focus on lower prices and local promotions.

From this comparison, it can be concluded that each industrial scale must understand and adjust their marketing mix according to market characteristics and production capabilities. By understanding the right marketing strategy, the furniture industry in Medan can increase competitiveness and successful sales in an increasingly competitive market.

Recommendations

Based on the findings of this study, the following recommendations can be made:

  • Large industries should focus on developing more affordable products to attract a wider market.
  • Medium industries should focus on reducing the prices of their products to make them more competitive.
  • Small industries should focus on developing a more localized marketing strategy to attract the local market.

By implementing these recommendations, the furniture industry in Medan can increase its competitiveness and successful sales in an increasingly competitive market.

Limitations of the Study

This study has several limitations, including:

  • The study only focuses on three furniture industry scales in Medan.
  • The study only examines the marketing mix of these three industry scales.
  • The study does not examine the impact of other factors, such as market trends and consumer behavior, on the marketing mix.

Future studies should aim to address these limitations and provide a more comprehensive understanding of the marketing mix in the furniture industry in Medan.

Conclusion

Q: What is the marketing mix?

A: The marketing mix, also known as the 4P's (price, product, place, and promotion), is a combination of marketing variables controlled by the company to achieve its objectives.

Q: What are the four main elements of the marketing mix?

A: The four main elements of the marketing mix are:

  1. Price: The price at which a product is sold.
  2. Product: The product or service offered by the company.
  3. Place: The distribution channels used to get the product to the customer.
  4. Promotion: The advertising and promotional activities used to promote the product.

Q: How do large industries in Medan use the marketing mix?

A: Large industries in Medan use a complex distribution channel and aggressive promotions to attract customers. They offer a wide range of products at relatively high prices, and use various channels to promote their products, such as social media, print media, and online advertising.

Q: How do medium industries in Medan use the marketing mix?

A: Medium industries in Medan use a direct distribution channel and rely on advertising to promote their products. They offer a range of products, including groval furniture and replica furniture, at relatively high prices.

Q: How do small industries in Medan use the marketing mix?

A: Small industries in Medan use a simple distribution channel and rely on local promotions to attract customers. They offer a range of products at more affordable prices, and use local media, such as newspapers and radio stations, to promote their products.

Q: What are the key differences between the marketing mix of large, medium, and small industries in Medan?

A: The key differences between the marketing mix of large, medium, and small industries in Medan are:

  • Distribution channel: Large industries use a complex distribution channel, while medium industries use a direct distribution channel, and small industries use a simple distribution channel.
  • Promotion: Large industries use aggressive promotions, while medium industries rely on advertising, and small industries rely on local promotions.
  • Price: Large industries offer products at relatively high prices, while medium industries offer products at relatively high prices, and small industries offer products at more affordable prices.

Q: What are the implications of the marketing mix for the furniture industry in Medan?

A: The marketing mix has a significant impact on the furniture industry in Medan. By understanding the marketing mix, companies can develop a competitive advantage and increase their sales. The marketing mix also helps companies to identify their strengths and weaknesses, as well as their opportunities and threats.

Q: What are the limitations of this study?

A: The study has several limitations, including:

  • The study only focuses on three furniture industry scales in Medan.
  • The study only examines the marketing mix of these three industry scales.
  • The study does not examine the impact of other factors, such as market trends and consumer behavior, on the marketing mix.

Q: What are the recommendations for future studies?

A: Future studies should aim to address the limitations of this study and provide a more comprehensive understanding of the marketing mix in the furniture industry in Medan. This could include examining the impact of other factors, such as market trends and consumer behavior, on the marketing mix.

Q: What are the implications of this study for businesses in Medan?

A: The study has implications for businesses in Medan, particularly those in the furniture industry. By understanding the marketing mix, businesses can develop a competitive advantage and increase their sales. The study also highlights the importance of understanding the marketing mix in order to succeed in the competitive market of Medan.