KERJA KURSUS PENGAJIAN PERNIAGAAN PENGGAL 3 2017; CAMPURAN PEMASARAN; KHIND
May 18, 2019 | Author: Nazrin Sharif | Category: N/A
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SATU KAJIAN MENGENAI CAMPURAN PEMASARAN OLEH SYARIKAT KHIND HOLDINGS BERHAD; KIPAS MEJA 12 INCI...
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1.0 PENGENALAN
Menurut Mokhtar Pet (Pengajian Perniagaan Penggal 1) campuran pemasaran boleh didefinisikan didefinisi kan sebagai satu kombinasi pemboleh ubah pemasaran yang meliputi produk, harga, pengedaran dan promosi yang boleh dikawal oleh pemasar untuk digunakan sebagai alat dalam perancangan taktikal pemasaran.
Definisi produk merujuk kepada sesuatu kombinasi barang dan perkhidmatan yang ditawarkan oleh perniagaan kepada pengguna di pasaran sasaran yang telah ditetapkan. Produk juga meliputi objek fizikal, perkhidmatan, individu, tempat, organisasi, idea atau kombinasi unsur-unsur tersebut. Menurut Sumarni (2010, 272), produk adalah setiap apa yang ditawarkan di pasar untuk mendapatkan perhatian, permintaan, dan penggunaan yang yang dapat memenuhi keinginan. keinginan.
Definisi harga pula merujuk kepada nilai pertukaran yang diletakkan bagi tujuan memberikan nilai ke atas sesuatu barang atau perkhidmatan. Penetapan harga ialah nilai yang ditetapkan bagi sesuatu produk dalam pasaran dan harus dibayar oleh pengguna dengan wang sekiranya pengguna memilih untuk membeli membeli produk tersebut.
Pengedaran merujuk kepada penglibatan proses pengeluaran produk sehingga produk tersebut diedarkan dan digunakan oleh pengguna. Pengedaran Pengedaran juga melibatkan proses pemindahan produk dari pusat pengeluaran kepada pengguna pada masa dan tempat yang dihendaki. Menurut kamus (Kamus Pelajar Edisi Kedua), pengedaran didefinisikan sesuatu perbuatan atau hal mengedarkan ke satu tempat ke tempat yang lain
Promosi pula merujuk cara yang akan digunakan oleh pemasaran untuk memberitahu, memberi penerangan, memujuk dan mempengaruhi pengguna untuk membeli sesuatu produk. Setiap pemasar akan berusaha untuk mengetengahkan imej 1
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produk dan menyatakan kelebihan yang ada pada produk melalui promosi. Promosi mempunyai tujuan dan campuran tertentu.
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2.0 OBJEKTIF KAJIAN
Tujuan kajian ini dijalankan adalah untuk :
i.
Mengkaji tentang perlabelan, klasifikasi produk , pembungkusan, dan lini produk bagi syarikat Khind Holding Berhad.
ii.
Meneliti tentang sistem pengedaran dan agihan yang dilakukan oleh syarikat Khind Holding Berhad.
iii. Menganalisis faktor-faktor yang mempengaruhi penetapan harga dan penentuan harga yang dijalankan oleh syarikat Khind Holding Berhad. iv. Menentukan tujuan dan campuran promosi yang dijalankan oleh syarikat Khind Holding Berhad.
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3.0 LATAR BELAKANG
Pada tahun 1961, Cheng King Fa telah memulakan perniagaan sederhana barangan
perdagangan
Sekinchan.
Didorong
oleh
wawasannya
yang
jelas,
perniagaannya telah berkembang dan pada akhir tahun tujuh puluhan, syarikat tersebut dibangunkan semula dengan memasukkan pembuatan aksesori dan lampu elektrik. Sedekad seterusnya telah menyaksikan peningkatan usaha Khind ke dalam peningkatan pasaran eksport.
Pada tahun 1992, perkilangan Khind berkembang termasuk kipas dan alat aksesori rumah yang lain dan pada abad ke-21, Kumpulan organisasi telah mengedarkan produk audio-visual dan barangan putih.
Hari ini, Khind Group, yang disenaraikan di BSKL pada 12 Ogos 1998, pengeluaran dan pengedaran aksesori rumah elektrik bertaraf dunia di seluruh Malaysia dan mengeksport lebih daripada 50 negara di seluruh dunia.
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3.1 LOKASI KAJIAN
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Gambar 1 : Kawasan kilang syarikat Khind Holdings Berhad
Sumber : Google Maps
Alamat :
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4.0 KAEDAH KAJIAN
Bahagian ini menjelaskan cara yang digunakan oleh saya untuk mendapatkan hasil kajian. Pengkaji dibenarkan menggunakan data primer mahupun data s ekunder.
Data primer adalah data yang diperoleh atau dikumpulkan oleh peneliti secara langsung dari sumber datanya. Data primer disebut juga sebagai data asli atau data baru yang memiliki sifat ‘ kemaskini’ kemaskini’ . Untuk mendapatkan data primer, saya harus mengumpulkannya secara langsung. Selain itu, data primer lebih mementingkan kebenaran dan bukti yang dilihat. Teknik yang dapat saya gunakan untuk mengumpulkan data primer antaranya ialah pemerhatian, dan borang soal selidik. Oleh sebab itu, saya tidak menggunakan data primer dan datanya tidak menepati dengan kajian saya kerana jarak antara saya sa ya dan tempat kajian adalah jauh.
Data sekunder merupakan data yang boleh diperoleh atau dikumpulkan maklumat dari semua sumber yang sudah ada melalui media perantaraan yang diperoleh dan dicatat oleh pihak lain. Manfaat yang diperoleh dari data sekunder adalah bahawa seorang peneliti mampu memperoleh informasi lain selain informasi utama. Data sekunder biasanya diperolehi dari pelbagai sumber misalnya jurnal, buku, majalah dan surat khabar.
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meneliti tentang sistem pengedaran dan agihan yang dilakukan oleh syarikat Khind Holding Berhad.
5.0 DAPATAN KAJIAN
Dapatan kajian ini menjelaskan tentang campuran pemasaran iaitu produk, promosi, pengedaran, dan penetapan harga yang dilakukan oleh syarikat Khind Holdings Berhad.
5.1 PRODUK
Produk bermaksud kombinasi barang dan perkhidmatan yang ditawarkan oleh perniagaan kepada pengguna di pasaran sasaran yang telah ditetapkan. Produk meliputi objek fizikal, perkhidmatan, individu, tempat, organisasi, idea atau kombinasi unsur-unsur tersebut.
5.1.1 Pelabelan
Pelabelan merupakan ringkasan berkaitan dengan produk yang diletakkan pada bungkusan bagi menerangkan identiti produk yang mengandungi maklumat penting seperti tarikh pengeluaran, tarikh luput, kandungan produk, alamat pengeluar atau pengimport, cara penggunaan, penggunaan, dan cara penyimpanan.
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Logo dan jenama 2
Saiz produk
3 Ciri-ciri
Info dan
4
Perhatian 5
Penyimbas
Gambar 2 : Pelabelan yang berada pada kotak kipas Khind
Gambar 2 di atas menunjukkan nombor 1 adalah logo dan jenama kepada syarikat Khind Holdings Berhad. Nombor 2 pula menunjukkan nama produk dan saiz produk iaitu kipas meja bersaiz 12 inci. Manakala nombor 3, menunjukkan ciri-ciri produk kipas seperti voltan, kuasa, saiz, kuantiti, berat kasar, dimensi kotak, dan warna pada kipas tersebut. Nombor 4 menunjukkan pula info dan perhatian ketika mengendalikan kotak tersebut. Akhir sekali, pada nombor 5 pula menunjukkan pengimbas kod bar untuk kegunaan pengeluaran syarikat dan peruncit-peruncit.
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Bagi syarikat Khind Holdings Berhad, klasifikasi produk merangkumi jenis produk pengguna pengguna iaitu barangan gerak hati, dan barangan beli -belah sahaja. Lazimnya, produk pengguna pengguna dibeli oleh pengguna akhir akhir untuk kegunaan peribadi atau keluarga.
a)
Barangan gerak hati
Barangan gerak hati ialah barangan yang dibeli tanpa memerlukan perancangan rapi. Hal ini demikian kerana, pengguna tertarik dengan faktor seperti tawaran hebat dan hadiah percuma. Barangan tersebut dibeli tanpa ada sebarang pertimbangan. Sebagai contoh, syarikat Khind Holdings Berhad, memberikan tawaran hebat melalui potongan harga.
b) Barangan beli-belah
Barangan beli-belah merujuk kepada barangan yang dibeli oleh pengguna melibatkan proses pemilihan berasaskan kesesuaian, kualiti, harga, dan gaya. Barangan ini lazimnya ditinjau atau dibuat perbandingan terlebih dahulu oleh pengguna berdasarkan proses pemilihan pemili han tersebut. Imej dan jenama barangan ba rangan akan mempengaruhi pemilihan pengguna terutama produk seperti periuk nasi. Sebagai contoh, jenama Khind biasanya mempamerkan kipas tersebut di sudut kipas di dalam pasar raya untuk memudahkan tatapan dan mencuba oleh pengguna.
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jenama berwibawa dan ciri keselarasan gaya hidup masa kini ke pasaran dalam dan luar negara. Tambahan pula, pembungkusan baharu tersebut memperkenalkan sebanyak 216 produk peralatan kediaman yang bertujuan untuk membina imej tersendiri yang lebih konsisten dan selamat bagi membezakan produk yang terdahulu yang tampak biasa.
Gambar 3 : Pembungkusan Syarikat Khind Holding Berhad
Gambar 3 di atas menunjukkan pembungkusan di balut dengan plastik bagi meningkatkan ketahanan ketika berlaku ketelusan cecair seperti hujan. Selain itu, penggunaan pembungkusan secara berkotak tebal meningkatkan lagi daya ketahanan dan tahan lebih lasak di samping dilindungi oleh plastik keras di setiap tepi kotak agar tidak berlaku sebarang ketelusan.
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dan kedalaman produk iaitu merujuk bilangan item produk yang dihasilkan dan bilangan versi yang ditawarkan oleh oleh setiap produk tersebut
Jadual 1 : Konsep Lini Produk KELEBARAN PRODUK SYARIKAT KHIND HOLDINGS BERHAD
Kipas
Penyaman udara
Periuk
Mesin pengisar
Biasa
Penyejuk udara
Penggoreng udara
Biasa
mudah alih Pelembap udara
Pelembap udara
Dandang dua
Ais
Bersalji
Pembersih udara
Multi periuk
Ekstrak jus biasa
Ekzos dapur
3 dalam 1
Periuk nasi
Eksrak jus terus
Sumber : Khind.com.my
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Ketekalan dikenali sebagai konsistensi campuran produk yang mengehadkan pengeluaran pengeluaran produk yang yang pelbagai.
Rajah 1 : Ketekalan barang elektrik syarikat Khind Holdings Berhad
Sebagai contoh, syarikat Khind Holdings Berhad terkenal dengan syarikat yang mengeluarkan produk elektrik seperti periuk nasi, mesin pengisar, kipas, dan pendingin hawa untuk untuk kegunaan rumah.
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Dalam bahagian ini, saya menerangkan saluran agihan yang dilakukan oleh Syarikat Khind Holdings Berhad. Terdapat dua jenis saluran agihan iaitu saluran agihan mendatar dan saluran agihan menegak.
5.2.1.1 Saluran Agihan Menegak
Saluran agihan menegak ialah pengedaran melibatkan penggunaan satu atau lebih orang tengah untuk mengedarkan sesuatu produk. Terdapat 2 jenis saluran menegak iaitu saluran terus atau langsung dan saluran tidak langsung. Saluran terus atau langsung ialah pengeluarkan menjual produk terus kepada pengguna tanpa menggunakan khidmat orang tengah manakala saluran tidak langsung, pengeluar menggunakan khidmat orang tengah dalam mengedarkan barang kepada pengguna. Terdapat 4 saluran yang digunakan iaitu saluran 1, saluran 2, saluran 3 dan saluran 4. Syarikat tersebut mengamalkan agihan saluran 2. Saluran ini merupakan saluran tidak terus atau tidak langsung kerana ia melibatkan penggunaan orang tengah seperti peruncit. Jenis saluran ini lazimnya diedarkan melalui saluran 2 ialah barang beli-belah seperti kipas.
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Rajah 2 : Saluran agihan produk pengguna yang menggunakan saluran 2
Berdasarkan rajah diatas, syarikat Khind Holdings Berhad merupakan pengeluar utama dalam mengeluarkan produk kipas yang masih bertapak di Bukit Jelutong, Shah Alam, Selangor. Syarikat tersebut telah mengagihkan produk tersebut kepada peruncit-peruncit berdaftar yang terkemuka t erkemuka di seluruh Malaysia seperti AEON, Tesco, Giant, TF-Value Mart, dan di kedai-kedai elektrik di seluruh Malaysia. Oleh itu, pengguna dapat menikmati barangan-barangan barangan-barangan tersebut secara langsung oleh penjual.
5.2.1.2 Saluran Agihan Mendatar
Saluran agihan mendatar pula menekankan bilangan ahli yang terlibat dalam sesuatu saluran pengagihan. Sekiranya bilangan ahli yang terlibat adalah ramai, reka bentuk saluran pengagihan harus lebar dan luas. Pengedaran ini melibatkan tiga jenis reka bentuk iaitu pengagihan intensif, pengagihan selektif, dan pengagihan ekslusif. syarikat Khind Holdings Berhad melibatkan pengagihan secara selektif yang mana
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Peruncitan merupakan aktiviti perniagaan yang melibatkan penjualan produk kepada pengguna akhir secara akhir secara terus dalam kuantiti yang kecil berdasarkan keperluan dan kehendak pengguna. Peruncitan terbahagi kepada dua, iaitu peruncitan berkedai dan peruncitan tanpa kedai. Syarikat Khind Holdings Berhad menggunakan me nggunakan kedua jenis peruncitan tersebut.
5.2.2.1.1 Peruncitan Berkedai
Peruncitan berkedai merupakan perniagaan runcit yang menjalankan operasi perniagaan dengan menggunakan premis perniagaan secara tetap. Peruncitan berkedai mempunyai 6 jenis iaitu kedai berjabatan, pasar raya, kedai mudah beli, superstore, pasar raya hiper, dan kedai istimewa. Syarikat Khind Holdings Berhad hanya memasarkan produk kipas tersebut melalui pasar raya, dan pasar raya hiper.
1.
Pasar raya
Pasar raya merupakan kedai runcit berjabatan bersaiz besar yang menawarkan pelbagai jenis produk pengguna. Sebagai contoh, syarikat Khind Holdings Holdings Berhad
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Gambar 4 : Kipas keluaran Syarikat Khind di Pasar Raya Aeon
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dan pemasaran elektronik serta mengambil inisiatif dengan memasarkan produk tersebut ke dalam pasaran internet dan media massa ekoran penggunaan internet dan televisyen semakin tinggi dari semasa ke semasa.
1. Pemasaran langsung
Pemasaran langsung melibatkan penggunaan pelbagai media pengiklanan seperti katalog, risalah, dan pos serta peralatan teknologi seperti telefon, televisyen dan radio untuk memasarkan sesuatu produk. Sebagai contoh, syarikat tersebut menggunakan aplikasi telefon bimbit yang boleh di muat turun dalam Google Play Store dan App Store.
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talian (online) dan pembayaran akan ditolak secara terus daripada akaun kad kredit pengguna. Syarikat Khind Holdings Berhad memasarkan produk menggunakan internet seperti Lazada.
berhubung secara langsung
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berhubung secara langsung den den an emas emasar ar
Gambar 9 : Pemasaran elektronik melalui laman rasmi Khind
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5.3.1.1 Faktor Dalaman
Faktor dalaman merujuk kepada faktor keputusan penentuan harga oleh pemasar. Faktor dalaman boleh mempengaruhi keputusan penentuan harga syarikat Khind Holding Berhad melalui objektif penentuan harga, objektif pemasaran, strategi campuran pemasaran, kos pengurusan pemasaran, dan pertimbangan organisasi.
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Faktor luaran merujuk faktor keputusan penetapan harga produk berdasarkan keadaan persekitaran perniagaan, jumlah permintaan dalam pasaran dan desakan serta tekanan persaingan. Faktor luaran yang boleh dipengaruhi keputusan penetapan harga seperti pasaran dan permintaan yang terdiri daripada pasaran persaingan sempurna, pasaran monopoli, pasaran persaingan monopolistik, pasaran oligopoli. Selain itu, dipengaruhi oleh harga, kos dan pesaing, dan keadaan ekonomi negara dan dunia.
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a) Penentuan harga kadar lini
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Namun begitu, harganya tidak terlalu tinggi dengan harga yang ditetapkan oleh syarikat pesaing iaitu peningkatan sebanyak RM 0.35 sen sahaja dari harga syarikat Pensonic Holdings Berhad dan berkurang sebanyak RM 30.65 sahaja dari harga syarikat Deka Marketing Sdn Bhd. Oleh itu, syarikat Khind Holding Berhad dapat memasarkan produk kipas dalam pasaran dengan produk pesaing yang sama sambil memaksimum keuntungan.
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Syarikat Khind Holdings Berhad sentiasa berusaha untuk memasarkan produk baharu yang dikeluarkannya dalam pasaran peruncit berkedai mahupun tidak berkedai.
Oleh
itu,
Syarikat
Holding
Berhad
sentiasa
bekerjasama
dengan
peruncit-peruncit besar seperti AEON, Giant, Tesco, dan TF-Value Mart untuk
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5.4.2.2 Pengiklanan
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