CHAPTER I

INTRODUCTION

1.1 Background
The process of interaction between demand and supply of a particular
good or service, in economic theory it fulfills the requirements to be said of a
market, which in turn can determine the equilibrium price (market price) and
the amount traded. So every process that meets the demand (buyer) and offer
(seller), it will form a price agreed upon between the buyer and seller. Along
with the times, the number of available markets is increasing and growing
along with the growing demand and supply and interference from the
government. In everyday life we can see markets in physical forms such as
goods markets (consumer goods). Business activities carried out on the market
will basically involve two main subjects, namely producers and consumers.
Both of these subjects each have a very large role in the formation of the price
of goods in the market. In addition to market structure, it also greatly
influences both the formation of prices, supply and market demand. there is
also a marketing strategy which marketing strategy according to W. Y.
Stanton is something that covers the entire system related to the purpose of
planning and determining prices to promote and distribute goods and services
that can satisfy actual and potential buyers' needs. Therefore, marketing
strategies are very important for companies where marketing strategies are a
way to achieve the purpose of a company.

1.2 Formulation of the problem

The formulation of the problem in this paper is:
1. What does the market structure mean?
2. What are the types of market structure?
3. What is the marketing strategy?
4. What are the 4P marketing strategies?

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1.3 Writing purpose

By looking at the problem statement, the purpose of writing this paper is:

1. To understand the understanding of market structure

2. To find out the types of market structures
3. To find out the definition of marketing strategies
4. To find out the 4p marketing strategy

1.4 Writing method

In writing this paper using the method of searching through the internet
regarding the compiled papers.

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 CHAPTER II

THEORY AND DISCUSSION

2.1 Market Structure

Market Structure has the meaning of classifying producers into several

forms of market based on characteristics such as the type of product produced, the
number of companies in the industry, whether or not entering into the industry and
the role of advertising in industrial activities. production is a number of important
things that will change market behavior and performance so that it can change the
market structure. In economic analysis distinguishes market structure into 4 types,
namely: Perfect competition market, monopoly, monopolistic, and oligopoly
market,namely :

1. Perfect Competition Market

The definition of perfect competition is a form of interaction between
demand and supply where the number of buyers and sellers is such that
there are many / unlimited.
The main features of a perfect competitive market are:
a. The number of companies in the market very much.
b. Products / goods traded are all the same (homogeneous).
c. Consumers fully understand the state of the market.
d. There are no barriers to entry / entry for each seller.
e. The government does not interfere in the price formation process.
f. The seller or producer only acts as a price taker.
2. The market for competition is not perfect
Is there still something we need to understand more deeply about the
discussion above? Otherwise, I will try to continue the discussion relating
to imperfect competition markets, where in the imperfect competition
market we will share the discussion in the discussion of monopoly
markets, oligopoly markets, duopoly markets, monopolistic markets and
monopsony.

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3. Monopoly Market
The meaning of a monopoly market is a form of interaction between
demand and supply where there is only one seller / producer dealing with
many buyers or consumers.
The characteristics of the monopoly market are:
a. There is only one producer who controls the offer;
b. There are no substitutes / substitutes that are similar (close
substitute)
c. Producers have the power to determine prices; and
d. No other businessman can enter the market because there are
obstacles in the form of company excellence.
4. Oligopoly Market
The meaning of the oligopoly market is a form of demand and supply
interaction, where there are several sellers / producers who control all
market demand. Example: soap products that have advantages such as for
beauty, health and others.
The characteristics of the oligopoly market are:
a. There are several sellers / producers who control the market.
b. The goods traded can be homogeneous and can be differentiated
products, such as aqua drink water.
c. There are strong entry barriers for companies outside the market to
enter the market.
5. Monopolistic Market

The meaning of monopolistic markets is a form of interaction between

demand and supply where there are a large number of sellers offering the
same item. Monopolistic market is a market that has a monopolistic
character in the specifications of its goods. While the element of
competition in many sellers who sell similar products.

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The characteristics of the monopolistic market are:
a. There are many sellers / producers involved in the market.
b. Goods that are traded are differentiated products.
c. Sellers have a monopoly power on their own product
d. win the competition, every seller is actively promoting/advertising
e. Entering the market for goods / products is relatively easier.

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Struktur Pasar

Struktur pasar memiliki pengertian penggolongan produsen kepada

beberapa bentuk pasar berdasarkan pada ciri-ciri seperti jenis produk yang
dihasilkan, banyaknya perusahaan dalam industri, mudah tidaknya keluar atau
masuk ke dalam industri dan peranan iklan dalam kegiatan industri. Dalam
analisis ekonomi membedakan struktur pasar menjadi 4 jenis, yaitu: Pasar
persaingan sempurna, monopoli, monopolistik, dan pasar oligopoli, yaitu:

1. Pasar Persaingan Sempurna

Pengertian pasar persaingan sempurna adalah suatu bentuk
interaksi antara permintaan dengan penawaran di mana jumlah pembeli
dan penjual sedemikian rupa banyaknya/ tidak terbatas.

Ciri-ciri pokok dari pasar persaingan sempurna adalah:

a. Jumlah perusahaan dalam pasar sangat banyak.

b. Produk/barang yang diperdagangkan serba sama (homogen).

c. Konsumen memahami sepenuhnya keadaan pasar.

d. Tidak ada hambatan untuk keluar/masuk bagi setiap penjual.

e. Pemerintah tidak campur tangan dalam proses pembentukan harga.

f. Penjual atau produsen hanya berperan sebagai price taker (pengambil
harga).
2. Pasar Persaingan tidak Sempurna
Apakah masih ada yang perlu kita pahami lebih mendalam dari
bahasan di atas? Jika tidak, saya akan mencoba lanjutkan pembahasan
yang berhubungan dengan pasar persaingan tidak sempurna, di mana pada
pasar persaingan tidak sempurna akan kita bagi pembahasannya ke dalam
bahasan pasar monopoli, pasar oligopoli, pasar duopoli, pasar
monopolistik dan monopsoni.

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3. Pasar Monopoli
Arti dari pasar monopoli adalah suatu bentuk interaksi antara
permintaan dan penawaran di mana hanya ada satu penjual/produsen yang
berhadapan dengan banyak pembeli atau konsumen.

Ciri-ciri dari pasar monopoli adalah:

a. Hanya ada satu produsen yang menguasai penawaran;

b. Tidak ada barang substitusi/pengganti yang mirip (close substitute);
c. Produsen memiliki kekuatan menentukan harga; dan
d. Tidak ada pengusaha lain yang bisa memasuki pasar tersebut karena
ada hambatan berupa keunggulan perusahaan.
4. Pasar Oligopoli
Arti dari pasar oligopoli adalah suatu bentuk interaksi permintaan
dan penawaran, di mana terdapat beberapa penjual/produsen yang
menguasai seluruh permintaan pasar. Contoh: produk sabun yang memiliki
kelebihan seperti untuk kecantikan, kesehatan dan lain-lain.

Ciri-ciri dari pasar oligopoli adalah:

a. Terdapat beberapa penjual/produsen yang menguasai pasar.

b. Barang yang diperjual-belikan dapat homogen dan dapat pula berbeda
corak (differentiated product), seperti air minuman aqua.
c. Terdapat hambatan masuk yang cukup kuat bagi perusahaan di luar
pasar untuk masuk ke dalam pasar.

5. Pasar Monopolistik
Arti dari pasar monopolistik adalah suatu bentuk interaksi antara
permintaan dengan penawaran di mana terdapat sejumlah besar penjual
yang menawarkan barang yang sama. Pasar monopolistik merupakan pasar
yang memiliki sifat monopoli pada spesifikasi barangnya. Sedangkan
unsur persaingan pada banyak penjual yang menjual produk yang sejenis.

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Ciri-ciri pasar monopolistik adalah:

a. Sebuah. Ada banyak penjual / produsen yang terlibat di pasar

b. Barang yang diperdagangkan adalah produk yang berbeda.
c. Penjual memiliki kekuatan monopoli atas produk mereka sendiri
d. Untuk memenangkan persaingan, setiap penjual secara aktif
mempromosikan / iklan
e. Memasuki pasar barang / produk relatif lebih mudah.

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2.2 Marketing Strategy

Marketing Strategy as stated above, so that marketing activities can run

well, a good marketing strategy is needed. Marketing strategy is a set of designs
and plans that are intentionally made by companies to achieve effective and
efficient marketing activities so that companies can more easily achieve their
goals.

In the world of marketing there are several marketing strategies known,

such as one of them is the 4P marketing strategy, namely:

1. Place
In order for marketing activities to run well, the company must be
able to determine the most appropriate place to carry out marketing
activities.
2. Product
In addition to the right place, the company must also provide
products that are needed and also desired by consumers or marketing
targets.
3. Price
In order for consumers to be interested, companies must set
reasonable prices and also not burden consumers.
4. Promotion
In order for consumers to know and know the products being
marketed, companies must design the most appropriate and appropriate
promotional activities.

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Strategi Pemasaran

Strategi Pemasaran sebagaimana disebutkan di atas, agar kegiatan

pemasaran dapat berjalan dengan baik, diperlukan strategi pemasaran yang baik.
Strategi pemasaran adalah seperangkat desain dan rencana yang sengaja dibuat
oleh perusahaan untuk mencapai kegiatan pemasaran yang efektif dan efisien
sehingga perusahaan dapat lebih mudah mencapai tujuan mereka.

Dalam dunia pemasaran ada beberapa strategi pemasaran yang dikenal,

seperti salah satunya adalah strategi pemasaran 4P, yaitu:

1. Tempat
Agar kegiatan pemasaran dapat berjalan dengan baik, perusahaan
harus dapat menentukan tempat yang paling tepat untuk melakukan
kegiatan pemasaran
2. Produk
Selain tempat yang tepat, perusahaan juga harus menyediakan
produk yang dibutuhkan dan juga diinginkan oleh konsumen atau target
pemasaran.
3. Harga
Agar konsumen tertarik, perusahaan harus menetapkan harga yang
wajar dan juga tidak membebani konsumen.
4. Promosi
Agar konsumen mengetahui dan mengetahui produk yang
dipasarkan, perusahaan harus mendesain kegiatan promosi yang paling
tepat dan sesuai.

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Examples of sentences Market Structure :

1. Market
At present there are many sites to market all types of products both house
hp;d product,building material and many others
2. Strength
Each company has strength in marketing the products they have
3. Collusion
Inside a company usually there is no also collusion between marketing and
other division
4. Competition
In this era of Globalization competition is getting tougher among others
are companies or in the country, where various strategies are deferred for
the advancement of the company
5. Product differentiation
Packaging can be a source of product differentiation
6. Entry
In one case product differentiation will be an open invitation for entry and
competition
7. Exit
Organizations which do not have freedom do exit from unprofilable
markets
8. Able
Company must be able to meet market demand
9. Influence
The rising dollar has a big influence on the market as well as the company
10. Control
Control of expenditure is very important to avoid cost overruns
11. Seller
Intermediaries often assisted organizations in maximizing the value of the
exchange between buyer and seller

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12. Supply
We supply what the consumer demands whether or not it is good for that
consumer
13. Buyer
Market strategy must also involve buyer
14. Demand
Demand is the amount of goods or services that consumer want and can
afford , at various price levels,and at certain times

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Example of sentences Marketing strategy :

1. Strategy
Strategy is needed in a management to know the exact steps to be taken to
advance the company
2. Comprehensive
In our market strategy must be comprehensive
3. Market research
Market research is conducted to find out what problems exist outside the
company so that we can find solutions and determine strategies
4. Right product mix
The right product mix has 4 dimensions, namely width,length,depth and
consistency
5. Order
The company order the materials for marketing research
6. Achieve
It’s also important to have a stategy from the outset if you are to achieve
your objective
7. Profit potencial
The profit potencial that must be owned by the company must be large, so
that it can get perfect results
8. Business
Business is a company certainty must have the right strategy
9. Foundation
The foundation on the company must be strong to maintain the company
10. Marketing plan
Many marketing plans fail, so they must always innovate

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 CHAPTER III

3.1 Conclusion

From the above discussion can be drawn conclusions, the economic

analysis of market structure is divided into perfect competition markets and
imperfect competition markets (which include monopoly, oligopoly, duopoly,
monopolistic, monopsony, duopsonism, and oligopsonism), and market structure
also related to marketing which is also important in a management.

3.2 Suggestion

As for the author's suggestion that the market structure and marketing
strategy can be more helpful in marketing management, and also the author
accepts suggestions from readers to be better at making papers.

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