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USULAN STRATEGI PEMASARAN DENGAN MENGGUNAKAN MATRIKS IE DAN MATRIKS SPACE (Studi Kasus : Ocegan Snack)

Harissudin, Fajar Ma’sum (2018) USULAN STRATEGI PEMASARAN DENGAN MENGGUNAKAN MATRIKS IE DAN MATRIKS SPACE (Studi Kasus : Ocegan Snack). Undergraduate (S1) thesis, University of Muhammadiyah Malang.

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Abstract

Ocegan Snack is a company engaged in the processing of snacks in the form of fruit chip snacks by seeing an increase in people's purchasing power for snack products that are increasing, so this business is very profitable, but this business has many competitors that have emerged, therefore requires the right strategy to compete in the business this. In this study using marketing strategy analysis namely IE Matrix (Internal External) and SPACE (Strategic Positioning and Action Evaluation) Matrix. The SPACE method is carried out with several stages, namely the analysis of the IFE and EFE Matrix to obtain bot values on each factor. Next IE Matrix Analysis to find out the position of the company. Martiks SPACE consists of four categories, namely Conservative, Aggressive, Competitive, Defensive. The results of this study are used to get the right alternative strategy for the company. The purpose of this study is to determine the right marketing strategy so that products can be known to the wider community and can compete with other similar companies.

Item Type: Thesis (Undergraduate (S1))
Student ID: 201310140311059
Keywords: Marketing Strategy, IE Matrix, SPACE Matrix
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Engineering > Department of Industrial Engineering (26201)
Depositing User: Sulistyaningsih Sulistyaningsih
Date Deposited: 04 Dec 2018 11:15
Last Modified: 04 Dec 2018 11:15
URI : http://eprints.umm.ac.id/id/eprint/41427

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