AUDIT PEMASARAN STRATEGIS PADA BOOK STORE UNIVERSITAS MUHAMMADIYAH MALANG

Wulandari, Ririn (2007) AUDIT PEMASARAN STRATEGIS PADA BOOK STORE UNIVERSITAS MUHAMMADIYAH MALANG. Other thesis, University of Muhammadiyah Malang.

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Abstract

This research was designed in UMM Book Store with the title “Strategy Marketing Audit in Book Store University of Muhammadiyah Malang”. This research has to know the marketing audit based on Competitive Setting Profile (CSP) and Company Alighment Profile (CAP) at UMM Book Store. The second to chose the strategy that can be used in UMM Book Store after get the result from marketing that use Competitive Setting Profile (CSP) and Company Alighment Profile (CAP) method. The data analysis on this research is following the prosedure marketing audit : 1) the object of marketing audit is analising external and internal environment from the company which consist of two profile, the first Competitive Setting Profile (CSP) which comes from the exsternal company, second Company Alighment Profile (CAP) comes from internal company. 2) colecting date which gave to the customer about the profile of Competitive Setting profile (CSP) and Company Alighment Profile (CAP). 3) developing the report about Competitive Setting Profile (CSP) by using the measurement of Competitive Setting Index (CSI) and Company Alighment Profile (CAP) by using the measurement of Company Alighment Index (CAI), so the purpose of company can be known and then to presentate to the management. Based on the measurement of CSP and CAP, known that the result of Competitive Audit shows the condition of “PAR”, that CSP and CAP nearly have the same point. This condition shows that the UMM Book Store have done as well as its condition right now, so the company have already to competitive in the future. This means that they success in UMM Book Store is doing the Strategy Niche Selectivity, Product Specialitation, Integral Communication and Strategy Aliency. Finally, based on the conclution of the research, the position of UMM Book Store is 3C to 4C, this means that UMM Book Store is on market oriented position and have to prepare itself to Market Driven.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economic > Department of Management
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 16 Jun 2012 03:48
Last Modified: 16 Jun 2012 03:48
URI: http://eprints.umm.ac.id/id/eprint/8143

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