Formulasi strategi pemasaran pada PT Intan Dua = Marketing strategy formulation on PT Intan Dua

Wilson, Huanche (2019) Formulasi strategi pemasaran pada PT Intan Dua = Marketing strategy formulation on PT Intan Dua. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Strategi pemasaran adalah pola pikir pemasaran yang digunakan untuk mencapai tujuan pemasarannya. Pada PT Intan Dua, penerapan strategi pemasaran masih belum tepat, dapat dilihat dari penurunan tingkat penjualan pakaian oblong PT Intan Dua. Dalam upaya meningkatkan tingkat penjualan pakaian oblong PT Intan Dua, maka dilakukan formulasi strategi pemasaran PT Intan Dua. Agar proses formulasi strategi pemasaran pada PT Intan Dua menjadi lebih efektif, dilakukan penelitian secara langsung pada PT Intan Dua. Penelitian dimulai dari pengumpulan data-data bauran pemasaran PT Intan Dua. Setelah itu, dibuatlah faktor-faktor internal dan eksternal yang berkaitan dengan bauran pemasaran PT Intan Dua. Faktor internal akan dinilai pihak eksternal, yaitu reseller PT Intan Dua, dan faktor eksternal akan dinilai pihak internal, yaitu manajemen PT Intan Dua. Hasil yang didapat menunjukkan bahwa nilai skor tertimbang IFE sebesar 2.648, yang berarti kondisi internal perusahaan memiliki kekuatan yang lebih dominan. Hasil skor tertimbang EFE yang didapaat sebesar 2.464, yang berarti kondisi eksternal perusahaan memiliki ancaman yang lebih dominan. Dengan penilaian IFE dan EFE tersebut, kondisi perusahaan dapat diketahui terdapat pada kuadran II diagram cartesius SWOT. Strategi yang tepat untuk PT Intan Dua menurut kondisi perusahaan adalah strategi ST yang merupakan strategi diversifikasi matriks SWOT . Strategi ST berupa mempertahankan dan meningkatkan kualitas produk, membangun motivasi beli konsumen, dan membangun citra produk. / Marketing strategy is the marketing mindset used to achieve its marketing goals. At PT Intan Dua, the implementation of the marketing strategy is still not right. It can be seen from the decline in the level of sales of PT Intan Dua’s T-Shirt. In an effort to increase PT Intan Dua's T-Shirt sales, an formulation of marketing strategy of PT Intan Dua was conducted. In order to make the marketing strategy formulation process at PT Intan Dua more effective, direct research was conducted at PT Intan Dua. The research began with collecting marketing mix data of PT Intan Dua. After that, internal and external factors were made relating to the marketing mix of PT Intan Dua. Internal factors will be assessed by external parties, namely PT Intan Dua's reseller, and external factors will be discussed by internal parties, namely management of PT Intan Dua. The results show that the IFE weighted score value is 2.648, which means that the company's internal position have more dominant in strengths. The result of the EFE weighted score value is 2.464, which means that external factors have more dominant in threats. By considering IFE and EFE, the company position on SWOT cartesius diagram can be known at second quadrant. The right strategies for PT Intan Dua in accordance with the conditions of the company is ST’s strategy which is diversification strategy of SWOT matrix. ST's strategy, namely maintain and improve product quality, builds consumer motivation and builds product image.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Wilson, HuancheNIM00000010159HUANCHE.WILSON@HOTMAIL.COM
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSilalahi, Rudy VernandoNIDN0317087403UNSPECIFIED
Thesis advisorJobiliong, EricNIDN0323067204UNSPECIFIED
Uncontrolled Keywords: marketing strategy ; internal factor evaluation ; external factor evaluation ; swot analysis
Subjects: T Technology > T Technology (General) > T55.4-60.8 Industrial engineering. Management engineering
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Science and Technology > Industrial Engineering
Current > Faculty/School - UPH Karawaci > Faculty of Science and Technology > Industrial Engineering
Depositing User: Ms Hamardiati Saptarini
Date Deposited: 18 May 2020 03:06
Last Modified: 10 Jul 2020 07:15
URI: http://repository.uph.edu/id/eprint/8582

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