Organizational System of RM Ati Raja Marketing

Abstract

This research was conducted to obtain information about the organizational system in the marketing of RM Ati Raja. The purpose of this research is to describe the organizational system in the marketing of RM Ati Raja. The results of our research explain that RM Ati Raja uses a formulation of marketing strategies in the form of market segmentation strategies, targeting strategies, and market positioning strategies. Furthermore, the company also enhances the marketing mix in developing its marketing strategy which consists of four elements, namely product, price, distribution channel (place), and promotion. There are several series of explanations of the marketing strategy for food products at RM Ati Raja: Market segmentation RM Ati Raja has market segmentation for all ages, genders, personalities, lifestyles, social classes, and income levels. Targeting strategy RM Ati Raja also focuses its target market on middle-class consumers. Targeting strategy RM Ati Raja also focuses its target market on middle-class consumers. Market position strategy (position) RM Ati Raja’s market position is positioning the company with many competitors because RM Ati Raja has been established since 1994 which of course is clearly known by many people. The marketing mix method used by the company in the marketing mix is to analyze product, price, place, and promotion which is commonly referred to as 4P (product, price, place, promotion)