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USULAN STRATEGI PEMASARAN PADA PRODUK SEMEN TIGA RODA DI WILAYAH MALANG DENGAN METODE SWOT DAN AHP

DARMAWAN, ROMY (2013) USULAN STRATEGI PEMASARAN PADA PRODUK SEMEN TIGA RODA DI WILAYAH MALANG DENGAN METODE SWOT DAN AHP. Other thesis, University of Muhammadiyah Malang.

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Abstract

PT. Total Galaxy is a company that specializes in the cement’s distribution to the Malang’s area. In these distributors sell the right to determine their own marketing strategies used. The problems that exist in this company is the existence of several competitors who have dominated the cement products market share alone, so it is not easy for these products to penetrate the market competitors. The purpose of this study is to provide an insight to the company regarding alternative marketing strategies. This analysis is in the world of marketing is called a SWOT analysis reveal excess therein, weaknesses, opportunities and threats of the product itself as well as from the competitors as described previously. Furthermore, after knowing some alternative strategies then calculated by using AHP (Analitycal Hierarchy Process) to get the priority of the selected alternative strategy. Steps to get the priority of the selected alternative strategy, first gather internal data and external data about the company's marketing mix (product, price, location, promotion, distribution) after which an evaluation factor with IFAS and EFAS tables. Of IFAS and EFAS tables then performed a SWOT analysis of the matrix, having obtained an alternative strategy then calculated each alternative with consistency test ≤ 10% to get the priority of the alternative strategies will be selected. From the analysis of EFAS and IFAS obtained value of 3,83 and 4,31. This indicates that the PT. Total Galaxy is still strong ecternally and internally. In the SWOT matrix PT. Total Galaxy are the SO. From the calculated AHP is 1. Strategy distribution product 30,64%, 2. Strategy market development 24,7%, 3. Strategy market penetration 21,5%, 4. Transportation 16,04%, 5. Strategi forward integration 8,9 so recommended strategies to PT. Total Galaxy is strategy distribution product and supported by 4 strategies.

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: 06 Feb 2015 03:35
Last Modified: 06 Feb 2015 03:35
URI : http://eprints.umm.ac.id/id/eprint/15741

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