PENERAPAN STRATEGI PEMASARAN PADA PERUSAHAAN IWAN SASIRANGAN DI BANJARMASIN

KHAIRUNNISA, KHAIRUNNISA (2007) PENERAPAN STRATEGI PEMASARAN PADA PERUSAHAAN IWAN SASIRANGAN DI BANJARMASIN. Other thesis, University of Muhammadiyah Malang.

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Abstract

At this skripsi of research conducted at company of Iwan Sasirangan, peripatetic small and medium industry in the field of making of cloth of sasirangan in Banjarmasin (Kal-Sel) with title “ Applying Of Strategy Marketing At Company of Iwan Sasirangan in Banjarmasin”. Intention of this research to know company position among other competitor and to know correct marketing strategy to be used at company of Iwan Sasirangan in Banjarmasin. Analyzer used to know strategy what ordinary habit is run by company is by using analyzer of EFAS (External Factor Analysis Summary) and analysis of IFAS (Internal of Factor Analysis Summary) what was later packed into by SWOT matrik to obtain and know company position among marketing strategy and competitor what is applicable or run at company. With result for the factor of external covering: opportunity of company; growth of economics which mounting (0,30), residents amount which progressively mount (0,80), support of government (0,20), and company position as acting manager (0,30). While threat faced by company that is ; accelerating inflation which mounting (0,30), tight emulation (0,40), and entry of external cloth trend among society (0,10). So that totalize score equal to 2,40. This matter indicate that factor of external company have influence are to strategic factor of company. For internal factor which cover : strength of company ; cloth of sasirangan the have immeasurableness (0,45), wide of distribution area (0,60), to the number of exhibitions followed (0,80), and given service (0,20). While weakness which is owned by company cover; media advertisement which still less (0,20), and price competing (0,40). So that totalize score equal to 2,65.Hal this indicate that internal factor of company have influence is to strategic factor of company. Pursuant to research result and solution can be concluded that company of Iwan Sasirangan reside in on course leader of market (leader market). And use strategy leader of market covering : strategy extend entirety market; new user, new usage, and usage which is a more regular, strategy maintain market compartment ; defence of position, defence of flank, defence precede, defence of attack return, peripatetic defence, and backward defence and strategy extend market compartment. This matter can be done/conducted by applying price which is competitive as well as company have to always adapt to environment of external and internal of company. With existence of change of expected by correct marketing strategy of volume sale of company can mount.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic > Department of Accounting
Depositing User: Zainul Afandi
Date Deposited: 14 Jun 2012 05:07
Last Modified: 14 Jun 2012 05:07
URI: http://eprints.umm.ac.id/id/eprint/7814

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