Analytical Study of Business Environments Influence to Marketing Strategy case study Cigarette Industry in East Java

Abstract

This research evaluates the effect of a business environmental toward the marketing strategy of cigarette industry at East Java. Goal of this research: (1) to analyze significance influence business environmental simultaneous toward the marketing strategy of cigarette industry; (2) to analyze the significance influence business environmental partially toward the marketing strategy of cigarette industry at East Java. The respondents being analyzed are manager of cigarette industry at East Java, and the composition of the respondents are divided into several manager grade, such as low, middle and high grade. The research method that used is multiple linier regression analyze, obtained through the software SPSS version 17.0. The result show that: (a) business environmental that are internal environmental, industry environmental, and external environmental simultaneous has positive and significance influence toward the marketing strategy of cigarette industry; (b) internal environmental and external environmental partially has positive and significance influence toward the marketing strategy of cigarette industry; (c) industry environmental partially has negative and significance influence toward the marketing strategy of cigarette industry.

Keywords: workforce sizing, job-shop production, holonic model