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CHAPTER IV RESEARCH FINDINGS AND ANALYSIS
A. General Description of Research Object
1. Product Overview
Specs shoes are football shoes form domestic production. Although domestic production, Specs are not afraid to face competitors that have famous brands from
abroad. Actually, in 1980 Specs are already being produce and are now starting to focus on providing sports shoes, clothing and other specific gear to the sport like
futsal, football and badminton. Specs produced by PT. Panarub Industry, which is a manufacturer of shoes
which was also producing the Adidas brand. PT. Industry Panarub is then authorized the PT. Panatrade Caraka to create shoes sports with the brand Specs.
Specs with more professional handling of this kind began in 1994. In the beginning Specs have not classify as soccer shoes, futsal and badminton, but just
as sport shoes as general. The economic crisis that occurred in Indonesia in 1998, making Specs at that time could only penetrate the lower middle market segment.
But since 2001 Specs marketing management change with the target market turn around targeting the upper middle market segment.
Specs marketing and business strategy is to achieving one by one target. Specs soccer shoes is the first in developing a marketing strategy of Specs. This
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strategy initiated in 2001. It is well-prepared to target the middle to upper market segments. Preparation, among others, by changing the design of the logo and other
marketing development. This strategy can be executed after seeing the opportunities that the price gap
soccer shoes locally and abroad very much, given the exchange rate of the dollar against the rupiah unstable. Thus there is no product that fills the middle market
segment. Until finally in 2002, Specs has become a leader in the market. The second target market targeted by Specs are futsal shoes. Although in
2004, the sport of futsal undeveloped but over the years, futsal become a favorite sport. Specs business development is advancing with the production of clothes and
other sports equipment.
2. Respondents’ characteristics
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