USULAN PERBAIKAN STRATEGI PEMASARAN PADA PERUSAHAAN EKSPEDISI BARANG DENGAN PENDEKATAN METODE BCG (BOSTON CONSULTING GROUP) DAN SWOT (STRENGHT WEAKNESS OPORTUNITY THREAT) (STUDI KASUS PT. KARYA MITRA KENCANA)
| Main Author: | Ferdinandus, Rony |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2018
|
| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/43549/1/Pendahuluan.pdf http://eprints.umm.ac.id/43549/2/BAB%20I.pdf http://eprints.umm.ac.id/43549/3/BAB%20II.pdf http://eprints.umm.ac.id/43549/4/BAB%20III.pdf http://eprints.umm.ac.id/43549/5/BAB%20IV.pdf http://eprints.umm.ac.id/43549/6/BAB%20V.pdf http://eprints.umm.ac.id/43549/7/BAB%20VI.pdf http://eprints.umm.ac.id/43549/8/LAMPIRAN.pdf http://eprints.umm.ac.id/43549/ |
Daftar Isi:
- PT. Karya Mitra Kencana is a freight forwarding company. The problem faced is in marketing among competitors within the scope of expedition services in terms of cost and service. This research uses BCG (Boston Consulting Group) SWOT and Benchmarking Matrix method to know the right and competitive marketing strategy by identifying the internal and external factors affecting the company. The result of research of BCG matrix 4% and result of calculation of relative market share is 0,17 <1 so that in dogs position, SWOT analysis from IFAS assessment is 38 and EFAS is 3,3. Then the position of the SWOT diagram is Growth (development), while the results of Brenchmarking have an advantage at a relatively cheaper price compared to competitors. However, the need for improvement in marketing is very minimal and made as attractive as possible so as to increase the sale value to consumers location of companies far from JABODETABEK region and far from service users who require qualifications such as PT. Karya Mitra Kencana to use the delivery service.