Adiwinata, Angga Putra and Koetin, Mario (2009) A Comparative Study of the Implementation of "Solusi Rumah" Grassroots Marketing Strategy by PT. Holcim Indonesia with Grameen Bank (Bangladesh) and Cemex (Mexico). Bachelor thesis, Swiss German University.

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Abstract

The purpose of this thesis is to study how PT. Holcim Indonesia implements Solusi Rumah as its grassroots marketing strategy that targeted on people who live in rural area. This will be focusing on identifying the challenges during the implementations and trying to suggest possible solution by comparing the Solusi Rumah model with two others models which have been proved successful and also targeted in rural area: Grameen Bank in Bangladesh and Patrimonio Hoy from CEMEX in Mexico. This research has been performed using a descriptive qualitative approach base on case study and semi structured interviews with Solusi Rumah franchisees and PT. Holcim Indonesia employees. There are many benefits for the company if Solusi Rumah could be successfully implemented and at the end the company would have a competitive advantage over its competitors. However, from the interview there were some challenges that have been identified. With help from the comparative study of the three models the author found out that there are some strong points that could be learn to improve Solusi Rumah strategy. Overall conclusion of this study is that local community involvement is very essential to support the grassroots approach in rural areas. Moreover, the author suggests further researches to study the community behavior in the rural area.

Item Type:	Thesis (Bachelor)
Subjects:	H Social Sciences > HB Economic Theory > HB3525 Housing H Social Sciences > HF Commerce > HF5001 Business
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	02 Nov 2020 07:29
Last Modified:	02 Nov 2020 07:29
URI:	http://repository.sgu.ac.id/id/eprint/977

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