PENERAPAN STRATEGI PEMASARAN DALAM PERSAINGAN PADA PERUSAHAAN ROKOK JAYA MAKMUR KEPANJEN MALANG

Rosyadi, Fahmi (2007) PENERAPAN STRATEGI PEMASARAN DALAM PERSAINGAN PADA PERUSAHAAN ROKOK JAYA MAKMUR KEPANJEN MALANG. Other thesis, University of Muhammadiyah Malang.

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Abstract

The research taking place in cigarette company Jaya Makmur Kepanjen Malang. This Company produced cigarette readily to be marketed to consumer. This research aim to specify what strategy appropriate with condition which is being face by cigarette company Jaya Makmur in this time. This research character is descriptive analysis and aim to know what strategy precisely to be used by company in this time. This research don’t test hypothesis or use hypothesis but only describe collected data then analyze and take its conclusion. This research use analyzer of SWOT, that is analyzer has function to know strength, weakness, opportunity and also threat faced by company. After researching use analyzer of SWOT, then researcher give score (analysis IFAS and EFAS) to analysis result of SWOT. Result of this research indicate that cigarette company of Jaya Makmur have the power at product quality, modern technological of machine, price reached and cheap standard of material cost. As like other companies, cigarette company of Jaya Makmur also have weakness, that is promotion, less expert and less marketing area wide. While existing opportunity is growth of high resident, market potency and stable price and also large factory area. Existing treatment for example tight competition, unstable condition of economics and factory location residing in the middle of resident settlement. Facing internal and external company condition, correct strategy to be applied is product development and market development strategy. Cigarette company Jaya Makmur must have difference in the case of product and more extending marketing area to reach the target of company.

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 06:49
Last Modified: 26 Jun 2012 06:49
URI: http://eprints.umm.ac.id/id/eprint/9640

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