Pemanfaatan Riset Dalam Keberlanjutan Jenama : Studi Kasus Tupperware dan LocknLock
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Theo Budiono
Abstract
Keberlanjutan jenama dalam lingkungan bisnis yang kompetitif sangat dipengaruhi oleh kemampuan perusahaan dalam memanfaatkan riset untuk memahami kebutuhan konsumen dan dinamika pasar. Penelitian ini bertujuan untuk menganalisis peran pemanfaatan riset dalam mendukung keberlanjutan jenama, dengan fokus studi kasus pada Tupperware dan LocknLock. Metode penelitian yang digunakan adalah deskriptif kualitatif, dengan pengumpulan data melalui studi literatur, dan observasi. Hasil penelitian menunjukkan bahwa Tupperware, meskipun memiliki sejarah panjang dan pangsa pasar yang signifikan, mengalami penurunan performa akibat kurangnya inovasi dan adaptasi terhadap tren konsumen yang berkembang. Sebaliknya, LocknLock berhasil memanfaatkan riset secara efektif untuk mengembangkan produk inovatif yang sesuai dengan kebutuhan dan preferensi konsumen modern. Pemanfaatan riset yang optimal oleh LocknLock berkontribusi pada peningkatan daya saing dan keberlanjutan jenamanya di pasar global.
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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