Analisis strategi pemasaran produk kulit sintetik menggunakan metode swot pada PT Jaya Baru Cemerlang = Analysis marketing strategy of synthetic leather product using swot method in PT Jaya Baru Cemerlang

Artanauli, Natama Felicia (2019) Analisis strategi pemasaran produk kulit sintetik menggunakan metode swot pada PT Jaya Baru Cemerlang = Analysis marketing strategy of synthetic leather product using swot method in PT Jaya Baru Cemerlang. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Seluruh perusahaan baik yang bergerak di bidang produk ataupun jasa mempunyai tujuan untuk tetap hidup dan berkembang. Sehingga perlu dirumuskan strategi pemasaran untuk perusahaan dalam menghadapi penurunan penjualan. Pengumpulan dan pengolahan data berdasarkan hasil wawancara untuk mengetahui bisnis model dengan menggunakan bisnis model canvas, mapping konsep 5P yang telah dijalankan oleh perusahaan, faktor internal dan eksternal perusahaan, serta melalui hasil kuesioner dari internal factor analysis (IFAS), eksternal factor analysis (EFAS), diagram cartesius, dan matriks SWOT. Berdasarkan hasil pengumpulan dan pengolahan data yang telah dilakukan, didapatkan hasil diagram cartesius menunjukkan perusahaan terletak pada kuadran I yaitu growth. Strategi yang digunakan dalam growth adalah strategi SO, dan terdapat 3 usulan dalam strategi SO, yaitu penetrasi pangsa pasar potensial dengan perpanjangan jangka waktu pembayaran yang diberikan setelah menerima barang (s6, o8), penetrasi dan pengembangan pasar industri alas kaki dengan menawarkan produk kulit yang berkualitas, bermotif bagus dan menarik, serta memiliki kelengkapan warna (s1,s2, s4, o5), dan melakukan penetrasi pasar dengan menggunakan teknologi informasi dalam menginformasikan jenis produk dan harga yang bervariasi (s5,o1). Berdasarkan strategi SO, terdapat beberapa penambahan usulan pada 3 blok bisnis model canvas, yaitu blok customer relationship dengan usulan create smartphone and laptop application of PT Jaya Baru Cemerlang, dan media sosial platforms. Blok customer segments dengan usulan home industry dan UMKM. Blok channels dengan usulan indirect marketing. / All companies that are engaged in the product or service sector have a goal to stay alive and develop. So it is necessary to formulate a marketing strategy for companies in the face of falling sales. Collecting and processing data based on interviews to find out the business model using the business model canvas, mapping the 5P concept that has been run by the company, internal and external factors of the company, and through the questionnaire results from internal factor analysis (IFAS), external factor analysis (EFAS), cartesius diagrams, and SWOT matrices. Based on the results of data collection and processing that have been done, the results of the cartesius diagram show that the company is located in quadrant I, namely growth. The strategy used in growth is the SO strategy, and there are 3 proposals in the SO strategy, namely penetration of potential market share with the extension of the payment period given after receiving goods (s6, o8), penetration and development of the footwear industry market by offering leather products good quality, good motives and attractive, and has complete colors (s1, s2, s4, o5), and penetrates the market using information technology in informing the types of products and prices that vary (s5, o1). Based on the SO strategy, there are several proposed additions to the 3 model canvas business blocks, namely customer relationship blocks with the proposed smartphone and laptop application of PT Jaya Baru Cemerlang, and social media platforms. Block customer segments with the proposed home industry and MSMEs. Block channels with the proposal of indirect marketing.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Artanauli, Natama FeliciaNIM00000019096FELICIA_NATAMA@YAHOO.COM
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorPanjaitan, Andry M.NIDN0327127301UNSPECIFIED
Thesis advisorSilalahi, Rudy V.NIDN0317087403UNSPECIFIED
Uncontrolled Keywords: marketing strategy ; business canvas model ; 5p concept ; ifas matrix ; efas matrix ; cartesius diagram ; swot matrix
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 05:11
Last Modified: 10 Jul 2020 07:23
URI: http://repository.uph.edu/id/eprint/8585

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