NEW STRATEGY "4P"

NEW STRATEGY "4P"
Mohammad Suyanto

Abstract

Product (Product) consists of goods, services and ideas. Products in this new strategy is the core product which is the main thing the company offered to customers. The product is the core of Telkom telephone calls, the product is the core of the Garuda airline and hotel product is the core of the room. If you already understand the core product, then we can consider a set of processes (process) and system availability essential for an effective core product.

To enter the hotel business, we must have the room. However, other hotels also have them. Core products make us ready to start, but sometimes we are not ready to compete. To achieve success, then we must be prepared to berkompetesi by providing a process that supports the availability of core products, including reservation systems, room arrangement, scheduling, the employee settings, account management, delivery of food and drinks and all relating to core products. Thus the process by providing a set of core product the company makes it into an efficient and comfortable.

Performance (performance) is the performance of our core product offering. Call Gonroos keep our promises. If Garuda said that would fly from Yogyakarta to Jakarta at 8:00 pm, if true flying at that hour? Is the room clean in the plane? Is safety guaranteed? Is the service good? Many companies make customers are dissatisfied because the inability to deliver products, although its core products is quite acceptable or even special. Although they already have systems, procedures and processes to deliver the core product, sometimes they do not do it right. Then the person is required (people) who are able to do it right.

Companies must consider the people who work for the right job. Customers meet with the employee and the employee represents the company well when running the job and at home, either speak directly, by phone or via the internet. How do customers view our employees? Are our employees helpful, sweet-faced, communicate empathic, caring, understanding, caring and polite? Results from a survey conducted by United News and World Report, said that customers do not return to do business, because 69% said their employees are not served by well. In America the result like that, especially in ameriki. Instead customers will be back in business if the employee served us well and impressed with their service.

Companies now must not only focus on core products, but must consider the greater effects of customer and employee interaction, concentrating on running services and interaction with customers that provide a different value for the customer. Companies should offer the main thing to customers, providing a set of processes that make the product efficient and convenient core, high performance and run by employees with the right. Marketing mix strategy of product, price, place, and promotion we replace the product, process, performance and the person so that we can win the competition in the long run.

mr yanto writing is great
source:journal.amikom.ac.id/index.php/Koma/issue/archive