MARKETING STRATEGY FOR START-UP: A STUDY OF HOME CARE BUSINESS

• Main Authors: Kasuma C.Y.S., Indrawati R., Iswanto A.H.
• Format: Article
• Language: English
• Published: Russian Journal of Agricultural and Socio-Economic Sciences 2019-07-01
• Series: Russian Journal of Agricultural and Socio-Economic Sciences
• Subjects: Marketing strategy; business; home care; marketing mix; risk; online media
• Online Access: https://rjoas.com/issue-2019-07/article_34.pdf

Every company that wants to start its business must create a strategy to market its products or services, one of them on home care business. The current fierce competition forces companies to adopt appropriate marketing strategies, to achieve the goals set by the company or to retain the company. The purpose of marketing activities here is to influence consumers to be willing to buy goods or services company when they need goods or services on offer. Home Care in Indonesia has been around since the year 1880 but until now there is only 50 Home Care business registered with the ratio of the number of hospitals there 2488 in Indonesian so the opportunity for Home Care is still very large. To achieve the target market for Home Care requester in need strategy, strategy used in marketing is Marketing Mix. Marketing Mix is a strategy to analyze four segments in terms of price, place, promotion, and product. And this concept is very supportive in marketing because by applying this strategy we can analyze about the price on the market, the location in accordance with the target / segment, proper promotion, and product desired by the customer. Therefore the company must be able to understand the consumer behavior as well as knowing marketing strategies that must be done so that we can achieve desired goals. So to achieve the company's goals it takes marketing strategies that are useful for monitoring what's happening and what's going on inside the company and anticipating problems and opportunities in the coming period in a rapidly changing corporate environment.