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Paku, Bagus (2007) STRATEGI PEMASARAN PADA PERUSAHAAN TENUN PELANGI LAWANG MALANG. Other thesis, University of Muhammadiyah Malang.


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This research represent case study at Company Tenun Pelangi Lawang Malang with title “ Marketing Strategi at Tenun Pelangi Lawang Malang”. The purpose of this research is to know marketing strategy precisely that to be used by Company Tenun Pelangi Lawang Malang in order to be able to complete in a market. Analyzer was used to know what strategy than can be conducted by Company Tenun Pelangi Lawang Malang, by using analyzer EFAS (External Strategic Factors Analysis Summary) and IFAS (Internal Strategic Factors Analysis Summary) than in SWOT matrix to obtain and know what strategy applycable or conductet by company. Result of analysis by using SWOT, Known that effort factor that is external factor that consist of threat and opportunity, so also internal environmental factor able to be strength and also weakness of company. Environmental factor of external representing opportunity of company is Growth of Economics, Regulation of Government, Progress of tecnology, Amount of Resident an Age, whereas external become threat to company is acceleration and competition. Environmental Factor of internal that to be strength of company is quality of product, brand of product, discount, Geographical adjustment and Price. Whereas internal environmental factor that to be weakness of company is distribution and promotion lines. Base on analizer EFAS and IFAS external and internal environmental factor able to be formulated trrough matrix SWOT that applicable strategy in the Company Tenun Pelangi Lawang Malang was penetration market strategy namely strategy has purpose to increase sale of market and product that available trough marketing effort that more aggressive. And “Strategy on Integration Vertical” that is to add company efficiency or effectively in serving avaible market, that is by integrate to go forward with dealer party or maeketing agent, this matter because of market has big growth potential. That way expected can improve sale in company.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 30 Jun 2012 02:23
Last Modified: 30 Jun 2012 02:23

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