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PERENCANAAN STRATEGI PEMASARAN DALAM PENGEMBANGAN USAHA DENGAN ANALISA SWOT DAN ANALYTICAL HIERARCHY PROCESS (AHP) (Study kasus di PR. Alfi Putra, Trenggalek)

YUSUF, RIZKI YAHYA (2012) PERENCANAAN STRATEGI PEMASARAN DALAM PENGEMBANGAN USAHA DENGAN ANALISA SWOT DAN ANALYTICAL HIERARCHY PROCESS (AHP) (Study kasus di PR. Alfi Putra, Trenggalek). Other thesis, University of Muhammadiyah Malang.

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Abstract

As one of the effects of globalization is competition among companies are getting stronger, both manufacturing and service companies. Given the company stands at around four to five tobacco companies that manufacture cigarettes different kinds and quality, the company faced with competition so tight. This condition requires each company to determine its position in the competition, so the company can plan a marketing strategy that is mature, good strategy, tactics, until the operational phase then determines the priority of the strategy is executed. The purpose of this study was to apply these problems into a marketing strategy planning in the development of business models by using integration Hirarchy Analytical Process (AHP) and SWOT analysis. Hopefully with these methods, companies can resolve problems and to provide a clear picture of how the company marketing strategy formulation and decision-making right. So the company can survive and can increase sales in order to obtain maximum benefit, so that the company can develop rapidly. An analysis of the SWOT matrix obtained coordinates (0.28; 0.39) which coordinates entered in quadrant II, which Diversification Strategy. There are several reasons why companies implement a diversification strategy as their corporate strategy: (1) To enhance the competitiveness of enterprises. (2) In order to gain market share relative to competitors. (3) Neutralize the strength of the competition. The results of the calculation of overall priority weights by using a model of integration Hirarchy Analytical Process (AHP are: (1) Concentric Diversification Strategy, 0.653. (2) Horizontal Diversification Strategy, 0.234. (3) Conglomerate Diversification Strategy, 0.104. Suggestions by researchers are advised to apply firm Concentric Diversification Strategy, among others: (1) Signing another company (which does not grow or grow slowly) to manufacture cigarette filters, so the company can focus all tobacco products cigarettes. (2) Merger, by combining the two companies into one (3) Provide a cheap price without neglecting the quality of products in order to survive in the market of new products. (4) Install the advertisement (published) on an ongoing basis to inform that the product remained on the market. (5) Expansion of sales to new customers.

Item Type: Thesis (Other)
Subjects: T Technology > T Technology (General)
Divisions: Faculty of Engineering > Department of Industrial Engineering (26201)
Depositing User: Halimatus Zahroh
Date Deposited: 05 Feb 2015 07:56
Last Modified: 05 Feb 2015 07:56
URI : http://eprints.umm.ac.id/id/eprint/15726

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