PERENCANAAN STRATEGI PEMASARAN PADA KERAJINAN CATUR “BEJO” BLITAR

SAPUTRA, WAHYU HARI (2007) PERENCANAAN STRATEGI PEMASARAN PADA KERAJINAN CATUR “BEJO” BLITAR. Other thesis, University of Muhammadiyah Malang.

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Abstract

This research are an applied research at Catur Bejo Handicraft Industry Blitar, with title “ Market Strategy Plan in Catur Bejo Handicraft Industry Blitar “. The research’s aim is to study market strategy way to rising up sale volume and productivity of Catur Bejo Handicraft Industry Blitar for the future. This research using SWOT as analyzer, to assess market strategy. This method shows the effectivety of Bejo’s Chess Handicraft and pointed to combine internal factor (product, price, place and promotion) and external factor (economic, demography, territory law, technology, inflation and rival). Internal factor grouped as External Factor Analysis Summary (EFAS) and external factor grouped as Internal Factor Analysis Summary (IFAS), after this analysis arrange, then counted into SWOT. The result counted and arranged in EFAS have 2,50 point, meant that external factor have a medium effect to Bejo’s handicraft industry. However, there’s 3,00 point in internal factor (IFAS), meant this industry are strong enough facing their rivals. As the SWOT result, the dominant strategy to Bejo’s Chess Handicraft Industry is SO (Strategy and Opportunity) with using all the power to fight in market and take all opportunity. And other opportunity alternative in SWOT (market strategy neutralizer, market rising strategy and product rising strategy) shows that Bejo’s Chess Handicraft Industry wills more effective with market strategy neutralizer. Because this industry sales via promotion and direct sales. As the all am, Bejo’s Chess Handicraft Industry still need some plans and programs.

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: 26 Jun 2012 05:08
Last Modified: 26 Jun 2012 05:08
URI: http://eprints.umm.ac.id/id/eprint/9566

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