STRATEGI PEMASARAN BOLU PISANG IBU ONIH (Studi Kasus Pada IKM “Bolu Pisang Ibu Onih” Kecamatan Serang, Kota Serang)
| Main Author: | PUTRI, AWANDA |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2017
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| Subjects: | |
| Online Access: |
https://eprints.untirta.ac.id/2899/1/STRATEGI%20PEMASARAN%20BOLU%20PISANG%20IBU%20ONIH%20%28Studi%20Kasus%20Pada%20IKM%20%E2%80%9CBolu%20Pisang%20Ibu%20Onih%E2%80%9D%20Kecamatan%20Serang%2C%20Kota%20Serang%29.pdf https://eprints.untirta.ac.id/2899/ |
Daftar Isi:
- This research aims to analyze internal factors adn external factors that are strenghts, weakness, opportunities, threats on IKM Bolu Pisang Ibu Onih, to analyze alternative marketing strategy that can be used by IKM Bolu Pisang Onih. This research was conducted on IKM Bolu Pisang Ibu Onih. The respondents were chosen intentionally, were Mr. Ace as the manager of IKM Bolu Pisang Onih. The data analysis using the external factor evaluation matrix (EFE), the internal factor evaluation matrix (IFE ), IE (Internal External) matrix, and SWOT matrix. The result of this research show that the main strenght for IKM Bolu Pisang Ibu Onih is own capital with a score of 0.4. The weakness for IKM Bolu Pisng Ibu Onih is the lack of promotion on IKM Bolu Pisang Ibu Onih products with a score of 0.178. The biggest opportunity for IKM Bolu Pisang Ibu Onih is good relationship with supplier with score 0,536. And the threat for IKM Bolu Pisang Ibu Onih is a raw material price increase with a score of 0.294. This research shows that the position of IKM is in the second quadrant is Growth and Build (Grow and Bina). Suitable strategies are market concentration, market development, and product development. Alternative strategy for development IKM Bolu Pisang Ibu Onih are strategy S-O is maintance products quality, maintance caracters and name of brand product. Strategy S-T is keep stability of selling price. Strategy W-O product promotion with internet and display to increase selling. Strategy W-T is setting finance alocation.