外文翻译 PT Chalodo Sibali Resoe的巧克力营销战略

译文：

PT Chalodo Sibali Resoe的巧克力营销战略 —R Bakri, Riskayani, I M Fahmid and Delfi

一、简介

每个公司，无论是从事产品还是服务，都有一个保持活力和发展的目标。如果公司能够保持和增加其生产的产品或服务的销售，这些目标就可以实现。应用准确的营销策略，通过利用活动中的机会来增加销售，可以对公司在市场上的地位产生影响，可以改善和保持。今天，现代营销的实施有一个非常大的作用，即对增加企业利润的直接支持。

营销是一个企业成功的关键概念，在这里，营销通过关注满足客户的欲望和需求，实现对公司有积极影响的满意度。营销也是商业组织中非常重要的职能领域之一，是对商业世界可持续性的支持。营销战略提供了关于市场细分的方向，确定目标市场，定位和营销组合。营销组合由四个要素组成，即产品、价格、促销、地点[1]。

营销战略是营销领域中的一种计划形式，通过这种营销策略可以获得最佳的结果，因为它在营销领域具有广泛的范围，包括应对竞争的策略、定价策略、产品策略、服务策略等等。[2] 营销战略是为确定公司在满足客户需求和欲望方面的正确战略而准备的计划。在营销战略的情况下，公司必须考虑到提供给客户的价格和其他因素，以便公司能够创造客户价值和客户关系，以及公司如何为其与竞争对手的竞争优势实施营销战略[3]。

Markides（1996）认为，“突破性战略”，即那些重新定义企业和重塑市场的战略，是建立在发展一种独特的立场的原则之上的，这种立场与企业环境中不断变化的需求保持一致，并得到有效的实施。这样看来，创造性的营销策略和营销策略实施的技巧将使企业能够保持这种一致性[4]。了解商业环境是战略规划过程的核心。促进这种理解的最重要的工具之一是SWOT分析[5]，它通过分析和定位组织的资源和环境的四个区域，帮助组织在制定战略计划和决策时更好地了解其内部和外部商业环境：优势、劣势、机会和威胁[6]。

公司需要认识到竞争对手的优势和劣势，这将非常有助于识别自己，以及利用每一个存在的机会，避免或尽量减少以后出现的风险/威胁。营销战略是在一个行业或发生基本竞争的舞台上努力寻找有利可图的营销位置[7]。

PT Chalodo Sibali Resoe是一家从事巧克力产品加工和营销的公司，成立于2009年，位于北卢武地区的马桑巴区，也是北卢武合作与贸易办公室（KOPERINDAG）的目标。印度尼西亚共和国工业部通过中小型工业局与北卢武地区政府合作，为该公司的各种巧克力产品提供可可加工机器和设备，以提高其产品的质量和数量。PT Chalodo Sibali Resoe公司生产的巧克力产品被命名为 “Chalodo巧克力”，最初的产品包括两种类型的产品，即巧克力粉，和巧克力棒。

Chalodo巧克力是当地的产品，其中有各种创新的触角，必须一直开发并向更广泛的社区（消费者）介绍。卡洛多巧克力成立六年来，其加工和销售并没有能够提供公司所有者所期望的结果。公司收到的收入被认为无法支付其他费用，而这些费用对企业的可持续性也是至关重要的。然而，企业主的热情和决心并没有消退，他相信公司的加工产品有一天会与其他已经投身于国内和国际市场的巧克力产品处于同一地位[8]。

二、方法

方法是指通过收集待分析的数据来实现目标的一种方式[9]在本研究中采用描述性定性研究。定性描述性研究旨在描述和说明有自然和人类都比较关注的现象的特点、质量轴、活动之间的联系[1]研究在2018年6月和7月举行，数据收集技术采用现场研究的方法和观察。

三、讨论结果

3.1促销策略

PT Chalodo Sibali Resoe在增加销售方面所进行的营销推广形式包括：

1.广告

广告是一种基于PT Chalodo Sibali Resoe的优势信息的间接沟通形式，它是用一系列的文字编制的，以改变人们的想法，使他们有兴趣购买和享受PT Chalodo Sibali Resoe提供的产品。PT Chalodo Sibali Resoe开展的广告活动包括利用WhatsApp、Instagram和Facebook等各种应用程序的社交媒体。除社交媒体外，还通过广告牌、横幅、标语等印刷媒体开展促销活动。巴哈鲁丁-H先生还曾经在他朋友的帮助下，在印度尼西亚的一个私人电视广播频道上为他的产品做广告[10]。

2.赞助活动

PT Chalodo Sibali Resoe开展的赞助活动旨在通过各种活动使产品进一步社会化。通过各种活动，如慈善活动、地方政府活动、宗教活动和一些节日活动的赞助商，希望更多的社区能够了解和认识PT Chalodo Sibali Resoe的产品。

3.个人销售

PT Chalodo Sibali Resoe开展的个人销售推广活动是为了向每一位顾客提供最好的服务和接待。PT Chalodo Sibali Resoe开展的个人销售推广活动是为每一位来到PT Chalodo Sibali Resoe的客户提供最好的服务和款待。通过应用3S原则（问候、微笑、问候），希望每一位前来的顾客都能对目前提供的服务感到舒适和满意。

4.展览

为了向国内市场的消费者提供更多信息，需要开展展览活动。市场的消费者提供更多的信息。在这种情况下，PT Chalodo Sibali Resoe经常参加一些展览活动，这些地方是人群、活动或节日的中心为公司的产品提供展台，作为赞助商之一提供资金。

3.2.PT Chalodo Sibali Resoe的SWOT分析

SWOT分析是一种常用的方法，用于分析和定位一个组织的资源和环境，分为四个区域。优势、劣势、机会和威胁[6] 优势和劣势是支持和阻碍组织实现其使命的内部（可控）因素。而机会和威胁是外部（不可控）因素，使组织能够完成其使命，也使组织无法完成其使命[11]。这些方法的主要步骤可以归纳为以下几点。首先，通过头脑风暴会议进行SWOT分析，确定每组的SWOT因素。然后，通过SWOT组内和组间的配对比较，确定SWOT因素的相对重要性。最后，根据比较矩阵计算出SWOT因素的重要程度[6]。

SWOT分析是对各种因素的系统识别，以制定PT Chalodo Sibali Resoe的营销战略。这种分析是基于这样的逻辑：最大限度地发挥实力（Strength）和机会（Opportunities），但同时可以最小化你的弱点（Weaknesses）和威胁（Threat）。以下是对优势、劣势、机会和威胁的细分[12]：

-优势（S）

该属性被标记为一个组织的优势，因为它被认定为一个组织及其竞争对手的优势。这意味着目标组织和其竞争对手在提供这一属性方面都表现良好。组织应该保持这一属性的表现，以确保当其表现低于竞争对手时，这一属性不会变成一种威胁。

-弱点（W）

该属性被称为组织的弱点，因为它被认为是一个组织及其竞争对手的弱点。这意味着目标组织和其竞争者在提供这一属性方面都表现不佳。组织应该改善这一属性的表现，以便在目标市场上获得相对于竞争对手的竞争优势。

-机会（O）

该属性被标记为组织的机会，因为它被认定为组织的优势，但它被认定为竞争对手的弱点。这意味着竞争者在提供这一属性方面的表现不如组织，意味着组织比竞争者有竞争优势。组织应该保持或利用这一属性的表现来保持竞争力。

-威胁（T）

这项属性被称为组织的威胁，因为它被认定为组织的弱点，但却被认定为竞争对手的优势。这意味着组织在提供这一属性方面的表现不如竞争对手，意味着组织在竞争中处于劣势。因此，一个组织应该意识到这一点，并立即采取行动，改善这一属性的表现，以防止潜在的利润损失[6]。

原文：

PT Chalodo Sibali Resoes Chocolate marketing strategy

---R Bakri, Riskayani, I M Fahmid and Delfi

1.Introduction

Every company, whether engaged in products or services, has a goal to stay alive and grow.These goals can be achieved if companies can maintain and increase sales of the products or services they produce.The application of an accurate marketing strategy through the utilization of opportunities in activities to increase sales can have an impact on the companys position in the market can be improved and maintained.The implementation of modern marketing today has a very large role as direct support for increasing corporate profits.Marketing is a key concept for the success of a business where marketing by paying attention to the desires and needs of fulfilling customers for the achievement of satisfaction that has a positive impact on the company.Marketing is also one of the functional areas that are very important in a business organization as a support for the sustainability of a business world.Marketing strategies provide direction about market segmentation, identification of target markets, positioning, and marketing mix.The marketing mix consists of four elements, namely product, price, promotion, place [1].Marketing strategy is a form of plan unraveled in the field of marketing.Optimal results can be obtained through this marketing strategy because it has a broad scope in the field of marketing, including strategies in dealing with competition, pricing strategies, product strategies, service strategies, and so on.[2] Marketing strategy is a plan prepared to determine the right strategy for the company in meeting the needs and desires of customers.In the circumstances of the marketing strategy, the company must take into account the price and other factors offered to its customers so that the company can create customer value and customer relationships and how the company implements marketing strategies for its competitive advantage with competitors [3].Markides(1996)argues that “breakthrough strategies,” those that redefine businesses and reshape markets, are built on the principles of developing a unique position that maintains alignment with the changing demands of the firms environment and is effectively implemented.Thus, it seems that creative marketing strategies and skill at marketing strategy implementation would enable the firm to maintain this alignment [4].Understanding the business environment is central to a strategic planning process.Among the most important tools to facilitate such understanding is the SWOT analysis [5] It helps organizations to gain a better insight of their internal and external business environment when making strategic plans and decisions by analyzing and positioning an organizations resources and environment four regions: Strengths, Weaknesses, Opportunities, and Threats [6].Companies need to recognize the strengths and weaknesses of the competition.This will be very helpful in identifying yourself, as well as taking advantage of every opportunity that exists and avoid or minimize the risks/threats that arise later.Marketing strategy is an effort to find a profitable marketing position in an industry or arena of fundamental competition that takes place [7].PT Chalodo Sibali Resoe is a company engaged in the processing and marketing of chocolate products, which was established in 2009 and is located in Masamba District, North Luwu Regency, which is also a target of the North Luwu Cooperative and Trade Office(KOPERINDAG).The Ministry of Industry of the Republic of Indonesia, through the Directorate of Small and Medium Industries, cooperates with the North Luwu regional government to provide cocoa processing machinery and equipment to various chocolate products at this company to improve the quality and quantity of its products.Chocolate products produced by PT Chalodo Sibali Resoe are named “Chocolate Chalodo” with an initial product consisting of two types of products, namely powdered chocolate, and chocolate bar.Chiodo chocolate, which is a local product with various touches of innovation in it, must always be developed and introduced to the wider community(consumers).Six years since the founding, processing, and marketing of Calodo chocolate has not been able to provide the desired results by the company owner.The income received by the company is deemed unable to cover other costs, which are also vital in the sustainability of a business.However, the enthusiasm and determination of the business owner did not recede;he believed that the companys processed products would one day be in a position that was in line with other chocolate products that had already plunged into the domestic and international market [8].2.Method

The method is a way that can be used to achieve the goal by collecting data to be analyzed [9] In this study using descriptive qualitative research.The qualitative descriptive study aimed to describe and illustrate the phenomena that there is both natural and human are more concerned about the characteristics, quality axles, linkages between activities [1]Research held in June and July 2018.Data collection techniques using the method of field research, observation.Interviews and documentation.3.Results and discussion

3.1.Promotion strategy

The forms of marketing promotions carried out by PT Chalodo Sibali Resoe in increasing sales include:

1.Advertising

Advertising is a form of indirect communication based on information about the strengths of PT Chalodo Sibali Resoe, which is compiled using a series of words in such a way as to change ones mind so that they are interested in buying and enjoying the products offered by PT Chalodo Sibali Resoe.The advertising activities carried out by PT Chalodo Sibali Resoe include social media by utilizing various applications such as WhatsApp, Instagram, and Facebook.In addition to social media, promotions are also carried out with print media such as billboards, banners, and banners.Mr.Baharuddin H also once advertised his product on one of Indonesias private television broadcasting channels with the help of his friend [10].2.Sponsorship

Sponsorship activities carried out by PT Chalodo Sibali Resoe aim to further socialize the product

to the wider community through various activities such as sponsors of charitable activities, local government activities, religious activities, and some festival activities so that it is hoped that the wider community will get to know and know more about products from PT Chalodo Sibali Resoe.3.Personal Selling

Personal selling promotional activities carried out by PT Chalodo Sibali Resoe is to provide the

best service and hospitality to every customer who comes to PT Chalodo Sibali Resoe.By applying the 3S principle(greetings, smiles, greetings), it is expected that every customer who comes can feel comfortable and satisfied with the services provided so far.4.Exhibition

Exhibition activities are needed to provide more information to consumers in the domestic

market.In this case, PT Chalodo Sibali Resoe often participates in several exhibition activities carried out in places that are a center of the crowd, events, or festivals that provide stands for the companys products that provide funds as one of the sponsors.3.2.SWOT Analysis of PT Chalodo Sibali Resoe

SWOT analysis is a commonly used method for analyzing and positioning an organizations resources and the environment in four regions: Strengths, Weaknesses, Opportunities, and Threats [6] Strengths and Weaknesses are internal(controllable)factors that support and obstruct organizations to achieve their mission respectively.Whereas Opportunities and Threats are the external(uncontrollable)factors that enable and disable organizations from accomplishing their mission [11]

The main steps of these approaches can be summarized as follows.First, the SWOT analysis is carried out through a brainstorming session to identify the SWOT factors in each group.Then, the relative importance of the SWOT factor is determined through the pair-wise comparison within and between SWOT groups.Finally, the importance degree of the SWOT factors is computed based on the comparison matrix [6]

SWOT analysis is the systematic identification of various factors to formulate the marketing strategy of PT Chalodo Sibali Resoe.This analysis is based on the logic that maximizes strength(Strength)and opportunities(Opportunities)but simultaneously can minimize your weaknesses(Weaknesses)and threats(Threat).The following is a breakdown of strengths, weaknesses, opportunities, and threats [12].

.Strength(S).The attribute is labeled as an organizations strength since it is identified as a strength of an organization and its competitor.This means both a target organization and its competitor are performing well at providing this attribute.The organization should maintain the performance of this attribute to ensure that the attribute is not turned into a threat when its performance is lower than that of the competitor..Weakness(W).The attribute is labeled as an organizations weakness since it is identified as a weakness of an organization and its competitor.This means both a target organization and its competitor are not performing well at providing this attribute.The organization should improve the performance of this attribute to obtain a competitive advantage in the target market over the competitor..Opportunity(O).The attribute is labeled as an organizations opportunity since it is identified as the strength of an organization, but it is identified as a weakness of a competitor.This means the competitor is not performing as well as the organization at providing this attribute, implying that the organization has a competitive advantage over the competitor.The organization should maintain or leverage the performance of this attribute to stay competitive.• Threat(T).An attribute is labeled as an organizations threat since it is identified as a weakness of an organization, but it is identified as a strength of a competitor.This means the organization is not performing as well as the competitor at providing this attribute, implying that the organization has a competitive disadvantage to the competitor.Hence, an organization should be aware of it and take immediate action to improve the performance of this attribute to prevent a potential loss of profit [6].

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