PAPER 6TH MEETING

MARKET ANALYSIS
MARKETING MANAGEMENT PRACTICUM

By 8th group :
1. Restu Pratiwi Kinasih (B11.2021.07258)
2. Kholida Arfaletha (B11.2021.07387)

Class : B11.4.INTL
Lecturer : Dr. E. Diana Aqmala S.E., M.M

FACULTY OF ECONOMICS AND BUSINESS

MANAGEMENT STUDY PROGRAM
DIAN NUSWANTORO UNIVERSITY 2023
1. What are consumer markets and industrial/business markets? Explain, and give
examples!

Answer :
a. Consumer market is a type of sales market in which a business sells directly to
consumers, also known as a business-to-consumer (B2C) market. The B2C market
relies on customers facing a small set of influences when deciding on a purchase,
like reference groups, tastes and preferences, marketing campaigns and economic
conditions. In a consumer market, consumers usually pay the same price for each
product, although they can use coupons or merchant discounts to pay a reduced
price. Often, when a business faces increased consumer demand, the business'
demand for goods from their own suppliers also increases.
B2C companies work with shorter decision cycles, as consumers often make their
decisions and purchases in the same shopping experience. These companies often
see customers return on an irregular cycle based on their own desires instead of a
regular schedule. An example of a consumer market is when consumers buy
products for their own consumption as happens in retail store transactions.

b. Industrial/Business market is a sales market in which businesses sell to other

businesses. This includes both retail and wholesale businesses. With a business-to-
business (B2B) transaction, the buyer company purchases products from a seller
company, then uses those products to aid in the production of other goods or
resells the purchased products directly to the consumer. Within business market
transactions, more opportunities for negotiation can appear, depending on the
volume of the purchase by the buyer or the standing relationship between the
buyer and seller.
Business markets often use a payment structure that depends on logistics that the
buyers and sellers determine. The decision process for making purchases in a
business market is more formal, often with multiple people in different
departments involved. Sellers note which roles at the buyer company have the
most influence over the purchase process and try to maintain a good relationship
with the influencers. An example in the Industrial / Business market is when
customers who buy aim to resell as happens in wholesale stores, distributors to
resellers.

1
2. Who is the market of PT Sido Muncul Tbk.! Explain!

Answer :

In determining who the market is we need to do Segmentation, targeting, and

positioning. Segmentation, targeting, and positioning are three basic steps dictate how
marketers can identify the right customers, serve them the right messaging, and give
them the information they need for successful targeting. Segmenttation is identify
customer needs and segment market, target market is for evaluate and select target
segment, and positioning is for identify proposition for each segment.
Rapid technological advances and globalization indirectly affect the habits of people
who want something that is quickly obtained without having to bother to see this, PT
Sido Muncul Tbk. wants to meet the needs of the community with instant products
that can be directly drunk by consumers with natural raw materials with minimal side
effects. So the market of PT Sido Muncul Tbk. is all circles of society from children
to the elderly, from all walks of the economy because Sido Muncul products are
affordable and easily accessible everywhere. Therefore, PT Sido Muncul Tbk.
conducts research supported by sophisticated tools to support effectiveness and
cleanliness to make herbal medicinal products that are safe for consumption by the
community, namely Tolak Angin, susu jahe sido muncul, kopi jahe sido muncul, sido
muncul c-1000, sari kunyit soft capsule.

2
3. Make an example of the purchasing process that may be done by consumers for PT
Sido Muncul Tbk. products! Explain your answer!

Answer :

a. Identification of problems
The buying process by consumers begins when the buyer recognizes a problem or
need. For example, in this case we are not feeling well or have a cold and we need
medicine to recover. However, we decided to consume products made from
natural ingredients, not from chemicals. One of them is a product from Sido
Muncul.
b. Information Search
Once there is a stimulus to fulfill a need, consumers will start to search for
information. Searches can come from social media, official websites,
advertisements or information from people closest to them.
c. Reconsider
For example, in this case, Sido Muncul has many competitors that produce similar
products. In addition to price, consumers will consider which product is more
useful for them and how to get it.
d. Buying decision
In the case of purchases, consumers make several sub-decisions, including brand,
supplier, quantity, time of execution and method of payment.
e. Purchase evaluation
If a consumer experiences a discrepancy with the product he purchased, he will
think that he has made the wrong decision by buying Sido Muncul products, so he
will not repeat buying Sido Muncul products. If the consumer is satisfied with the
product, he will make repeat purchases and recommend the product to others.

3
4. Make a small research that shows the consumer market of PT Sido Muncul Tbk.
about their buying behavior. Make sure the research contains 5W (who, what, where,
when, why) and 1H (how much, many, often, far). Make a conclusion of the results of
the research!
Answer :
1. Age

Option People
10 – 17 5
18 – 30 29
31 – 50 5
More than 50 1

2. What type of medication are you taking?

Option People
Obat Herbal 11
Obat Konvensional 4
Both 25

3. Where do you buy herbal medicine?

Option People
Apotek 15
Minimerket 9
Toko Kelontong 14
Toko Online 1
Lainnya 1

4
4. How often do you consume herbal medicines?
1 = never – 5 = very often
Option People
1 3
2 16
3 15
4 3
5 3

5. What brand of herbal medicine do you often consume?

Option People
Tolak Angin 39
Antangin 0
Bejo Bintang 7 1

6. Do you know and have used PT Sido Muncul Tbk products?

Option People
Yes 40
No 0

7. Why did you choose herbal medicinal products, PT Sido Muncul Tbk?
Option People
Kualitas 5
Harga 16
Bahan Baku 3

5
 Keefektifitasan 16

8. Do you recommend PT Sido Muncul Tbk. products?

Option People
Yes 34
No 1
Probabl 5
e

9. From 1 - 5, how much would you give to PT Sido Muncul Tbk products?
Option People
1 1
2 2
3 11
4 16
5 11

5. Identify, who are the business markets of PT Sido Muncul Tbk.? Do a little research
that the business market shows you about their decision-making process. What is your
conclusion?
Answer :
The business markets of PT Sido Muncul Tbk. are pharmacies, supermarkets,
minimarkets, grocery stores, herbal stalls.
1. Age
Option People
15 – 20 1
21 – 40 2
41 – 60 2
More than 60 -

2. How long did you start selling?

6
 Options People
0-5 2
6 – 10 -
11 – 15 2
More than 15 1

3. Do you sell medicines in your store?

Options People
Yes 5
No -

4. What kind of medicines do you sell?

Options People
Obat herbal 2
Obat konvensional
Both 3

5. When will the number of drug sales increase?

Options People
Saat musim panas 2
Saat musim hujan -
Saat pergantian
3
musim
Bukan semuanya -

6. How you get these medicines?

Options People
Dari sales -
Dari toko
3
grosir
Dari distributor 1
Apotek 1

7
7. What kind of medicines are often purchased by buyers?

Options People
Obat herbal/jamu 3
Obat konvensional 2

8. Below is which one is lebig often bought by buyers?

Options People
Tolak
5
Angin
Antangin -

9. What herbal medicines do you sell?

Options 1 2 3 4 5
Kiranti 
Tolak Angin     
Antangin     
Bejo Bintang &  

10. Why you sell medicines?

- Because it is part of the need and makes it easier for consumers in emergency
conditions to first aid.
- To meet consumer needs for medicines and as a provider of clinics and
physician practices in the vicinity.
- Due to the interest of buyers.
- Buyer request.
- To meet consumer demand,abroad market is generated, to meet the stock of
goods in stores.

8
Conclusion:
Decision making in a business must of course be based on consumer needs
and demands in a questionnaire that we have distributed many sellers who sell drugs
in the stores they run, and there is 1 respondent who owns a pharmacy. The purpose
of sellers in selling these drugs is based on consumer demand for medical needs as
first aid which is certainly easily accessible to consumers, and has a broad and
profitable market.
Many consumers prefer herbal medicines and most sellers get these medicines
from grocery stores, some get them from pharmacies and distributors. On average,
sellers have 2 brands of drugs in their stores, namely Tolak Angin and Antangin, but
according to sellers, buyers prefer Tolak Angin, this shows that PT Sido Muncul is the
market leader in herbal medicinal products.