Sukaria, Bonefasius (2022) Analisis Strategi Pemasaran pada UKM Bunda di Kedung Cowek Surabaya (Analysis of Marketing Strategy on UKM Bunda in Kedung Cowek Surabaya). Undergraduate thesis, universitas 17 agustus 1945 surabaya.
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Abstract
UKM Bunda Surabaya is a small and medium business that organizationally utilizes marine and fishery natural resources. In running this business, it has difficulties in doing marketing so that the weakening of the number of requests makes business income unstable. UKM Bunda through the SWOT method produces an IFE Matrix with a total score of 0.3328. EFE matrix with a total score of 0.3947. Meanwhile, through the AHP method, the priority strategy applied at UKM Bunda is the SO Strategy. Cooperating with tourist attractions to suit consumer purchasing power by creating innovative product flavors that are not yet owned. WO Strategy Build trust among workers through skills training held by the government. ST Strategy Maintain price stability in order to remain competitive in the market. WT Strategy Continuous promotion by developing value-added products at affordable prices to be recognized by the wider community. The marketing strategy implemented at UKM Bunda is using technology and information through website marketing to promote SME products, Cooperating with tourist attractions to match consumer purchasing power by creating innovative product flavors that are not yet owned, Building trust between workers through training - skills training held by the government, Using Instagram and WhatsApp as marketing media in line with potential market share, Maximizing the quality and quality of human resources in view of increasing demand, Taking advantage of advances in technology and information as promotional media to increase sales volume, Maintaining price stability so that keep competing in the market, looking for competitive suppliers in order to get good raw materials in terms of quality and quantity, making product halal certificates in the midst of increasingly fierce business competition, and innovating products to stay afloat amid the emergence of similar product. Keywords: Marketing strategy, SWOT, AHP
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Marketing strategy, SWOT, AHP |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Teknik > Program Studi Teknik Industri |
| Depositing User: | 1411800025 Bonefasius Sukaria |
| Date Deposited: | 27 Jul 2022 07:42 |
| Last Modified: | 27 Jul 2022 07:42 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/17329 |
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