Menentukan Strategi Pemasaran Melalui Analisis Swot Pada Perusahaan Air Mineral Di Surabaya

Sumiati, ., (2015) Menentukan Strategi Pemasaran Melalui Analisis Swot Pada Perusahaan Air Mineral Di Surabaya. Media Mahardhika, 13 (2). ISSN 0854-0861 (Submitted)

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Abstract

The purpose of this study was to analysis the marketing strategies in order to know what the strategy should be used in increasing the product selling between the competitors. This research used a qualitative method with SWOT analysis for maximize the role of the power factors and utilization of opportunities and tools to minimize threats and weaknesses, so that the SWOT analysis of the company can properly select and determine a marketing strategy that will be used, while the results of the data analysis showed that the value of internal strategic factors are in a strong position that is equal to 2:46 and external strategic factors value that is equal to 2.71, so when that’s value inserted into the internal-external matrix, the Company position was located at Kuadran V to the cell, its mean that the grand strategy appropriate for the company in this cell is "Hold and Maintain". In this strategy the company should applied the penetration strategy and product development strategies, and marketing strategies that fit the strategy of primary demand and selective demand strategy.

Item Type:	Article
Uncontrolled Keywords:	SWOT, Internal Environment, External Environment and Market Strategy
Subjects:	H Social Sciences > HB Economic Theory
Depositing User:	D. Ketut Mahendranata
Date Deposited:	28 Mar 2018 12:47
Last Modified:	29 Mar 2018 12:45
URI:	http://repository.untag-sby.ac.id/id/eprint/235

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