譯文：

PT Chalodo Sibali Resoe的巧克力營銷戰略 —R Bakri, Riskayani, I M Fahmid and Delfi

一、簡介

每個公司，無論是從事產品還是服務，都有一個保持活力和發展的目標。如果公司能夠保持和增加其生產的產品或服務的銷售，這些目標就可以實現。應用準確的營銷策略，通過利用活動中的機會來增加銷售，可以對公司在市場上的地位產生影響，可以改善和保持。今天，現代營銷的實施有一個非常大的作用，即對增加企業利潤的直接支持。

營銷是一個企業成功的關鍵概念，在這里，營銷通過關注滿足客戶的欲望和需求，實現對公司有積極影響的滿意度。營銷也是商業組織中非常重要的職能領域之一，是對商業世界可持續性的支持。營銷戰略提供了關于市場細分的方向，確定目標市場，定位和營銷組合。營銷組合由四個要素組成，即產品、價格、促銷、地點[1]。

營銷戰略是營銷領域中的一種計劃形式，通過這種營銷策略可以獲得最佳的結果，因為它在營銷領域具有廣泛的范圍，包括應對競爭的策略、定價策略、產品策略、服務策略等等。[2] 營銷戰略是為確定公司在滿足客戶需求和欲望方面的正確戰略而準備的計劃。在營銷戰略的情況下，公司必須考慮到提供給客戶的價格和其他因素，以便公司能夠創造客戶價值和客戶關系，以及公司如何為其與競爭對手的競爭優勢實施營銷戰略[3]。

Markides（1996）認為，“突破性戰略”，即那些重新定義企業和重塑市場的戰略，是建立在發展一種獨特的立場的原則之上的，這種立場與企業環境中不斷變化的需求保持一致，并得到有效的實施。這樣看來，創造性的營銷策略和營銷策略實施的技巧將使企業能夠保持這種一致性[4]。了解商業環境是戰略規劃過程的核心。促進這種理解的最重要的工具之一是SWOT分析[5]，它通過分析和定位組織的資源和環境的四個區域，幫助組織在制定戰略計劃和決策時更好地了解其內部和外部商業環境：優勢、劣勢、機會和威脅[6]。

公司需要認識到競爭對手的優勢和劣勢，這將非常有助于識別自己，以及利用每一個存在的機會，避免或盡量減少以后出現的風險/威脅。營銷戰略是在一個行業或發生基本競爭的舞臺上努力尋找有利可圖的營銷位置[7]。

PT Chalodo Sibali Resoe是一家從事巧克力產品加工和營銷的公司，成立于2009年，位于北盧武地區的馬桑巴區，也是北盧武合作與貿易辦公室（KOPERINDAG）的目標。印度尼西亞共和國工業部通過中小型工業局與北盧武地區政府合作，為該公司的各種巧克力產品提供可可加工機器和設備，以提高其產品的質量和數量。PT Chalodo Sibali Resoe公司生產的巧克力產品被命名為 “Chalodo巧克力”，最初的產品包括兩種類型的產品，即巧克力粉，和巧克力棒。

Chalodo巧克力是當地的產品，其中有各種創新的觸角，必須一直開發并向更廣泛的社區（消費者）介紹。卡洛多巧克力成立六年來，其加工和銷售并沒有能夠提供公司所有者所期望的結果。公司收到的收入被認為無法支付其他費用，而這些費用對企業的可持續性也是至關重要的。然而，企業主的熱情和決心并沒有消退，他相信公司的加工產品有一天會與其他已經投身于國內和國際市場的巧克力產品處于同一地位[8]。

二、方法

方法是指通過收集待分析的數據來實現目標的一種方式[9]在本研究中采用描述性定性研究。定性描述性研究旨在描述和說明有自然和人類都比較關注的現象的特點、質量軸、活動之間的聯系[1]研究在2018年6月和7月舉行，數據收集技術采用現場研究的方法和觀察。

三、討論結果

3.1促銷策略

PT Chalodo Sibali Resoe在增加銷售方面所進行的營銷推廣形式包括：

1.廣告

廣告是一種基于PT Chalodo Sibali Resoe的優勢信息的間接溝通形式，它是用一系列的文字編制的，以改變人們的想法，使他們有興趣購買和享受PT Chalodo Sibali Resoe提供的產品。PT Chalodo Sibali Resoe開展的廣告活動包括利用WhatsApp、Instagram和Facebook等各種應用程序的社交媒體。除社交媒體外，還通過廣告牌、橫幅、標語等印刷媒體開展促銷活動。巴哈魯丁-H先生還曾經在他朋友的幫助下，在印度尼西亞的一個私人電視廣播頻道上為他的產品做廣告[10]。

2.贊助活動

PT Chalodo Sibali Resoe開展的贊助活動旨在通過各種活動使產品進一步社會化。通過各種活動，如慈善活動、地方政府活動、宗教活動和一些節日活動的贊助商，希望更多的社區能夠了解和認識PT Chalodo Sibali Resoe的產品。

3.個人銷售

PT Chalodo Sibali Resoe開展的個人銷售推廣活動是為了向每一位顧客提供最好的服務和接待。PT Chalodo Sibali Resoe開展的個人銷售推廣活動是為每一位來到PT Chalodo Sibali Resoe的客戶提供最好的服務和款待。通過應用3S原則（問候、微笑、問候），希望每一位前來的顧客都能對目前提供的服務感到舒適和滿意。

4.展覽

為了向國內市場的消費者提供更多信息，需要開展展覽活動。市場的消費者提供更多的信息。在這種情況下，PT Chalodo Sibali Resoe經常參加一些展覽活動，這些地方是人群、活動或節日的中心為公司的產品提供展臺，作為贊助商之一提供資金。

3.2.PT Chalodo Sibali Resoe的SWOT分析

SWOT分析是一種常用的方法，用于分析和定位一個組織的資源和環境，分為四個區域。優勢、劣勢、機會和威脅[6] 優勢和劣勢是支持和阻礙組織實現其使命的內部（可控）因素。而機會和威脅是外部（不可控）因素，使組織能夠完成其使命，也使組織無法完成其使命[11]。這些方法的主要步驟可以歸納為以下幾點。首先，通過頭腦風暴會議進行SWOT分析，確定每組的SWOT因素。然后，通過SWOT組內和組間的配對比較，確定SWOT因素的相對重要性。最后，根據比較矩陣計算出SWOT因素的重要程度[6]。

SWOT分析是對各種因素的系統識別，以制定PT Chalodo Sibali Resoe的營銷戰略。這種分析是基于這樣的邏輯：最大限度地發揮實力（Strength）和機會（Opportunities），但同時可以最小化你的弱點（Weaknesses）和威脅（Threat）。以下是對優勢、劣勢、機會和威脅的細分[12]：

-優勢（S）

該屬性被標記為一個組織的優勢，因為它被認定為一個組織及其競爭對手的優勢。這意味著目標組織和其競爭對手在提供這一屬性方面都表現良好。組織應該保持這一屬性的表現，以確保當其表現低于競爭對手時，這一屬性不會變成一種威脅。

-弱點（W）

該屬性被稱為組織的弱點，因為它被認為是一個組織及其競爭對手的弱點。這意味著目標組織和其競爭者在提供這一屬性方面都表現不佳。組織應該改善這一屬性的表現，以便在目標市場上獲得相對于競爭對手的競爭優勢。

-機會（O）

該屬性被標記為組織的機會，因為它被認定為組織的優勢，但它被認定為競爭對手的弱點。這意味著競爭者在提供這一屬性方面的表現不如組織，意味著組織比競爭者有競爭優勢。組織應該保持或利用這一屬性的表現來保持競爭力。

-威脅（T）

這項屬性被稱為組織的威脅，因為它被認定為組織的弱點，但卻被認定為競爭對手的優勢。這意味著組織在提供這一屬性方面的表現不如競爭對手，意味著組織在競爭中處于劣勢。因此，一個組織應該意識到這一點，并立即采取行動，改善這一屬性的表現，以防止潛在的利潤損失[6]。

原文：

PT Chalodo Sibali Resoes Chocolate marketing strategy

---R Bakri, Riskayani, I M Fahmid and Delfi

1.Introduction

Every company, whether engaged in products or services, has a goal to stay alive and grow.These goals can be achieved if companies can maintain and increase sales of the products or services they produce.The application of an accurate marketing strategy through the utilization of opportunities in activities to increase sales can have an impact on the companys position in the market can be improved and maintained.The implementation of modern marketing today has a very large role as direct support for increasing corporate profits.Marketing is a key concept for the success of a business where marketing by paying attention to the desires and needs of fulfilling customers for the achievement of satisfaction that has a positive impact on the company.Marketing is also one of the functional areas that are very important in a business organization as a support for the sustainability of a business world.Marketing strategies provide direction about market segmentation, identification of target markets, positioning, and marketing mix.The marketing mix consists of four elements, namely product, price, promotion, place [1].Marketing strategy is a form of plan unraveled in the field of marketing.Optimal results can be obtained through this marketing strategy because it has a broad scope in the field of marketing, including strategies in dealing with competition, pricing strategies, product strategies, service strategies, and so on.[2] Marketing strategy is a plan prepared to determine the right strategy for the company in meeting the needs and desires of customers.In the circumstances of the marketing strategy, the company must take into account the price and other factors offered to its customers so that the company can create customer value and customer relationships and how the company implements marketing strategies for its competitive advantage with competitors [3].Markides(1996)argues that “breakthrough strategies,” those that redefine businesses and reshape markets, are built on the principles of developing a unique position that maintains alignment with the changing demands of the firms environment and is effectively implemented.Thus, it seems that creative marketing strategies and skill at marketing strategy implementation would enable the firm to maintain this alignment [4].Understanding the business environment is central to a strategic planning process.Among the most important tools to facilitate such understanding is the SWOT analysis [5] It helps organizations to gain a better insight of their internal and external business environment when making strategic plans and decisions by analyzing and positioning an organizations resources and environment four regions: Strengths, Weaknesses, Opportunities, and Threats [6].Companies need to recognize the strengths and weaknesses of the competition.This will be very helpful in identifying yourself, as well as taking advantage of every opportunity that exists and avoid or minimize the risks/threats that arise later.Marketing strategy is an effort to find a profitable marketing position in an industry or arena of fundamental competition that takes place [7].PT Chalodo Sibali Resoe is a company engaged in the processing and marketing of chocolate products, which was established in 2009 and is located in Masamba District, North Luwu Regency, which is also a target of the North Luwu Cooperative and Trade Office(KOPERINDAG).The Ministry of Industry of the Republic of Indonesia, through the Directorate of Small and Medium Industries, cooperates with the North Luwu regional government to provide cocoa processing machinery and equipment to various chocolate products at this company to improve the quality and quantity of its products.Chocolate products produced by PT Chalodo Sibali Resoe are named “Chocolate Chalodo” with an initial product consisting of two types of products, namely powdered chocolate, and chocolate bar.Chiodo chocolate, which is a local product with various touches of innovation in it, must always be developed and introduced to the wider community(consumers).Six years since the founding, processing, and marketing of Calodo chocolate has not been able to provide the desired results by the company owner.The income received by the company is deemed unable to cover other costs, which are also vital in the sustainability of a business.However, the enthusiasm and determination of the business owner did not recede;he believed that the companys processed products would one day be in a position that was in line with other chocolate products that had already plunged into the domestic and international market [8].2.Method

The method is a way that can be used to achieve the goal by collecting data to be analyzed [9] In this study using descriptive qualitative research.The qualitative descriptive study aimed to describe and illustrate the phenomena that there is both natural and human are more concerned about the characteristics, quality axles, linkages between activities [1]Research held in June and July 2018.Data collection techniques using the method of field research, observation.Interviews and documentation.3.Results and discussion

3.1.Promotion strategy

The forms of marketing promotions carried out by PT Chalodo Sibali Resoe in increasing sales include:

1.Advertising

Advertising is a form of indirect communication based on information about the strengths of PT Chalodo Sibali Resoe, which is compiled using a series of words in such a way as to change ones mind so that they are interested in buying and enjoying the products offered by PT Chalodo Sibali Resoe.The advertising activities carried out by PT Chalodo Sibali Resoe include social media by utilizing various applications such as WhatsApp, Instagram, and Facebook.In addition to social media, promotions are also carried out with print media such as billboards, banners, and banners.Mr.Baharuddin H also once advertised his product on one of Indonesias private television broadcasting channels with the help of his friend [10].2.Sponsorship

Sponsorship activities carried out by PT Chalodo Sibali Resoe aim to further socialize the product

to the wider community through various activities such as sponsors of charitable activities, local government activities, religious activities, and some festival activities so that it is hoped that the wider community will get to know and know more about products from PT Chalodo Sibali Resoe.3.Personal Selling

Personal selling promotional activities carried out by PT Chalodo Sibali Resoe is to provide the

best service and hospitality to every customer who comes to PT Chalodo Sibali Resoe.By applying the 3S principle(greetings, smiles, greetings), it is expected that every customer who comes can feel comfortable and satisfied with the services provided so far.4.Exhibition

Exhibition activities are needed to provide more information to consumers in the domestic

market.In this case, PT Chalodo Sibali Resoe often participates in several exhibition activities carried out in places that are a center of the crowd, events, or festivals that provide stands for the companys products that provide funds as one of the sponsors.3.2.SWOT Analysis of PT Chalodo Sibali Resoe

SWOT analysis is a commonly used method for analyzing and positioning an organizations resources and the environment in four regions: Strengths, Weaknesses, Opportunities, and Threats [6] Strengths and Weaknesses are internal(controllable)factors that support and obstruct organizations to achieve their mission respectively.Whereas Opportunities and Threats are the external(uncontrollable)factors that enable and disable organizations from accomplishing their mission [11]

The main steps of these approaches can be summarized as follows.First, the SWOT analysis is carried out through a brainstorming session to identify the SWOT factors in each group.Then, the relative importance of the SWOT factor is determined through the pair-wise comparison within and between SWOT groups.Finally, the importance degree of the SWOT factors is computed based on the comparison matrix [6]

SWOT analysis is the systematic identification of various factors to formulate the marketing strategy of PT Chalodo Sibali Resoe.This analysis is based on the logic that maximizes strength(Strength)and opportunities(Opportunities)but simultaneously can minimize your weaknesses(Weaknesses)and threats(Threat).The following is a breakdown of strengths, weaknesses, opportunities, and threats [12].

?.Strength(S).The attribute is labeled as an organizations strength since it is identified as a strength of an organization and its competitor.This means both a target organization and its competitor are performing well at providing this attribute.The organization should maintain the performance of this attribute to ensure that the attribute is not turned into a threat when its performance is lower than that of the competitor.?.Weakness(W).The attribute is labeled as an organizations weakness since it is identified as a weakness of an organization and its competitor.This means both a target organization and its competitor are not performing well at providing this attribute.The organization should improve the performance of this attribute to obtain a competitive advantage in the target market over the competitor.?.Opportunity(O).The attribute is labeled as an organizations opportunity since it is identified as the strength of an organization, but it is identified as a weakness of a competitor.This means the competitor is not performing as well as the organization at providing this attribute, implying that the organization has a competitive advantage over the competitor.The organization should maintain or leverage the performance of this attribute to stay competitive.? Threat(T).An attribute is labeled as an organizations threat since it is identified as a weakness of an organization, but it is identified as a strength of a competitor.This means the organization is not performing as well as the competitor at providing this attribute, implying that the organization has a competitive disadvantage to the competitor.Hence, an organization should be aware of it and take immediate action to improve the performance of this attribute to prevent a potential loss of profit [6].

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