STUDI FORMULASI STRATEGI PEMASARAN SURAT KABAR LAMPUNG EKSPRES DALAM MENINGKATKAN VOLUME PENJUALAN PADA PT. HAGA MEDIA INDRAJAYA
DI BANDAR LAMPUNG
Information which is actual is information is which is very liked by all consumsi because can be trusted and can give assortedly of information that happened in this world, political information goodness, economics, cultural, social, artistic and problem of religion which is very good for good human life of group and also individual. Through presentation of mass media print and also is visual, human being can see all kinds of world growth for example political growth, economic growth, technological growth, social growth, science growth, cultural growth etcetera.
PT. Haga Media Indrajaya is one of the company of information server pass/through publication of daily newspaper Lampung rising Special delivery plus every day at morning with amount of page;yard counted 12 / 7 black and white pageyard and pay attention quality or quality from news to be loaded. Size measure quality of News can be seen from truth or actual fill presented by news and news is news which is just is happened of desire of management in giving its product service will is quickly precisely, but that thing cannot be executed so also with price strategy, promotion strategy and Strategy distribution.
If us see from problems that happened at company, writer conclude that core of its problem is Strategy Marketing done/conducted by PT. Haga Media Indrajaya not yet precisely so that Volume Sale cannot reach maximal sale. To study this problems of writer use matrik method growth of market with approach of BCG, Cycle Analysis of product life, Internal Matrik Evaluation and Eksternal and also analyse SWOT and alternative approach of marketing hotchpotch.
Pursuant to product growth analysis pass/through cycle analysis of product life, can be concluded that service product. PT. Haga Media Indrajaya during range of time 2010-2015 residing in acquaintanceship position introduction . This matter seen at tardy sale storeylevel when introduced by in market but promotion very less. Position PT. Haga Media Indrajaya in newspaper business is as market follower with mastered a success market compartment mean is equal to 1600 during range of time 2010-2015 with highest attainment equal to 42% from sales target in the year 2015. Meanwhile market leader at Newspaper is Radar Lampung residing in at first peringkat with acquirement of mean market compartment equal to 33%. Result of analysis to internal factor and company eksternal, menunjukan that change that happened at eksternal environment and is internal of company very having an effect on to newspaper business growth. PT. Haga Media Indrajaya.
Keywords : newspapaer, marketing strategy formulation, strategy marketing