PERENCANAAN STRATEGI PEMASARAN DALAM PENGEMBANGAN USAHA DENGAN ANALISA SWOT DAN ANALYTICAL HIERARCHY PROCESS (AHP) (Study kasus di PR. Putra Gemilang, Malang)
| Main Author: | MAS MAULANA, ADETYA |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2008
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/5344/1/PERENCANAAN_STRATEGI_PEMASARAN_DALAM_PENGEMBANGAN_USAHA_DENGAN_ANALISA_SWOT_DAN_ANALYTICAL_HIERARCHY_PROCESS.pdf http://eprints.umm.ac.id/5344/ |
Daftar Isi:
- PR. Putra Gemilang is the company active in cigarette industry. PR. Putra Gemilang have five kinds of product that is cigarette with merk Samsung Kuning, Samsung Black, Samsung Coklat, Sabuk Emas and Samsung Coklat 10. Remember around company stand up more or less five shall six company of the cigarette produce the cigarette various type and quality hence company given on to the problem emulation of the effort so tighten. For that company have to plan the correct marketing strategy then determine the strategy become the priority to be run. Determination of this strategy alternative is done by joining the method Analytical Hierarchy Process (AHP) with SWOT analyze. SWOT analyze used to analyze the internal condition and external company to peep out some marketing strategy alternatives. To choose strategy from some the alternatives is used by the AHP method. From data-processing result with Analisa SWOT yielded that company reside in condition ST ( threat and strength) or lay in kuadran IV that is supporting the strategy Diversifikasi. There is three type from Strategi diversified that is Diversifikasi Konsentrik, Diversifikasi Horizontal and Diversifikasi Konglomerat. From data-processing result with method AHP got that company suggested apply the strategy Diversifikasi Konsentrik with wight equal to 0,642, that is trying to improve the market compartment for new product market through the marketing effort intensively especially for the area of potential marketing for the market of cigarette.