PENERAPAN ANALISA SWOT DAN AHP DALAM PERENCANAAN STRATEGI PEMASARAN (Studi Kasus Pada CV. Indah Cemerlang Singgosari Malang)

SIMBOLON, EVY (2008) PENERAPAN ANALISA SWOT DAN AHP DALAM PERENCANAAN STRATEGI PEMASARAN (Studi Kasus Pada CV. Indah Cemerlang Singgosari Malang). Other thesis, University of Muhammadiyah Malang.

[img]
Preview
Text
PENERAPAN_ANALISA_SWOT_DAN_AHP_DALAM_PERENCANAAN_STRATEGI_PEMASARAN.pdf

Download (84kB) | Preview

Abstract

CV. Indah Cemerlang is a manufacturing company in line with making producing batako and paving, that located in Singgosari Malang. In selling its products, this company has some competitors that produce several kinds and of products with almos the same in kinds and quality. These competitors also are located around CV. Indah Cemerlang. Thus, this company faced very tight competition. For that reason, the company had to plan appropriate marketing strategy to sell its products and decided which strategy to be priority in or der to get company�s goals ( Defensive, growth and expand). SWOT Analysis was used to formulate alternative of marketing strategy in company. The next step was decide strategy that would be the company priority using method of Analytical Hierarchy process to determine appropriate decision making. Using SWOT analysis and Internal-Eksternal Matric, it found that company was in Growth level (growth). Appropriate Strategy Alternative used in this condition refered to market penetration, market development, product development, foward and backword integrations. The AHP method resulted in the highest priority of quality that was strategy of market penetration about 0,3831. this strategy (market penetration) tried to increase market compartment for available product and service in market by marketing effort specially in potential area for paving market.

Item Type: Thesis (Other)
Subjects: T Technology > T Technology (General)
Divisions: Faculty of Engineering > Department of Industrial Engineering
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 14 Jun 2012 04:18
Last Modified: 14 Jun 2012 04:18
URI: http://eprints.umm.ac.id/id/eprint/7797

Actions (login required)

View Item View Item