Rahmadoni, Rahmadoni (2014) Strategi Pemasaran Produk Cetakan Pada PT. Wahana Sakti Prima, Cibinong Periode 2013 - 2015. S1 thesis, STIE Indonesia Banking School.
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Abstract
n general, the company's main goal is to earn a profit, increase sales volume and maintain its viability. To achieve these objectives the need for planning the marketing strategy that serves as a tool to communicate the company's goals will be achieved. PT. Wahana Sakti Prima located in area cibinong, Bogor West Java is engaged in the printing business has a marketing strategy that can be used to achieve the goal of the company is to obtain the maximum benefit by utilizing technology development to expand market share. The method used in the PT. Wahana Sakti Prima Strategic Environmental Analysis Industry and company. This analysis uses the matrix EFE (External Factor Evaluation) as a tool to audit the company's external environment. after testing with a value of 2.97 EFE stating that the readiness of companies to respond to external challenges. Internal analysis of the Company's then method. This analysis uses the matrix IFE (Internal Factor Evaluation) as a tool to audit the company's internal environment to obtain the value of 2.85 which indicates that the company already has a good strategy in anticipation of the existing internal weaknesses. SWOT matrix which combines internal factors and external factors will combination formulation of strategies that can be used by PT. WSP. Space matrix method is used in which the results obtained show that PT. WSP Aggresive strategy. IE matrix method which shows that the strategy should be PT. Wahana Sakti Prima is market penetration and product development where the position is hold and maintain located on the box number five. Grand strategy matrix method in quadrant three also shows that strategies that maximize profits by doing internally. The last method is the formulation of a strategy for QSPM determining which of the results calculations show that PT. WSP are more likely to choose a market penetration strategy rather than developing products with a value of 6.82 versus 6.03. SWOT analysis, SPACE Matrix, IE Matrix, Grand Strategy Matrix, and QSPM the formulation of marketing strategy that is chosen is pursuing a strategy of market penetration by enhancing product quality to gain customer loyalty through the media promotion of e-commerce to expand their market and increase sales and perform operational cost efficiencies by doing joint ventures with several printing companies, and of course by opening new branch offices to further increase sales and gain maximum benefit. Keywords :Marketing, methode, and formulation strategy.
| Item Type: | Thesis (S1) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Prodi S1 Manajemen |
| Depositing User: | Ms Dyta Medina |
| Date Deposited: | 08 Aug 2020 13:48 |
| Last Modified: | 03 Sep 2020 07:57 |
| URI: | http://repository.ibs.ac.id/id/eprint/761 |
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