Marketing Mix Analysis on PT. Anugerah Gala Persada

Abstract

The purpose of this paper is to analyze the marketing mix of PT Anugerah Gala Persada, a distribution company based in Surabaya. The company is a start-up company thus facing many challenges during its early stage of doing business. The paper uses samples from customers and managers from respective store the company places its product to and a salesman from the company and analyzes it with purposive sampling. The study finds that among the factors in marketing mix (Product, Price, Promotion, and Place) the company is struggling in Promotion as significant promotion activities have not been done. It is resulting in stagnancy of sales during the first trimester of 2016. It is suggested that further researches be done with deeper concentration on a factor of marketing mix.