Analisis Strategi Pemasaran Produk Busana Merek Nizar Berdasarkan Bauran Pemasaran dan Kondisi Persaingan Pasar

-, Amirah (2018) Analisis Strategi Pemasaran Produk Busana Merek Nizar Berdasarkan Bauran Pemasaran dan Kondisi Persaingan Pasar. Sarjana thesis, Universitas Brawijaya.

Abstract

Salah satu perusahaan yang bergerak pada industri busana muslim untuk pria adalah merek pakaian Nizar. Pabrik utama Nizar terletak di Pasuruan, Jawa Timur. Produk Nizar terdiri dari beberapa tipe baju yakni body fit, classic, casual, signature, limited, regular, dan kids. Saat ini Nizar tengah fokus terhadap perancangan strategi pemasaran, media pemasaran seperti media online facebook hingga website, serta media cetak baik dengan memanfaatkan brosur, pamflet hingga billboard telah dilakukan. Namun berdasarkan hasil survei yang dilakukan sebanyak 63% responden belum mengetahui produk Nizar. Produk Nizar diakui konsumen memiliki kualitas dan beragam desain yang dapat dipilih, namun untuk akses atau kemudahan mendapatkan produk masih perlu ditingkatkan. Selain itu daya saing perusahaan dapat menjadi ancaman karena keberadaan kompetitor baju muslim. Kompetitor Nizar yang lebih dikenal adalah merek pakaian muslim seperti Rabbani dan Tasmatas. Maka dari itu perlu dilakukan perencanaan strategi pemasaran yang tepat. Pada penelitian ini dalam penentuan strategi pemasaran menggunakan pendekatan bauran pemasaran product, price, promotion, dan place (4P) untuk menganalisa kondisi internal dan Porter’s five forces untuk menganalisa kondisi eksternal perusahaan. Selain itu, untuk mengetahui posisi Nizar bila dibandingkan dengan kompetitor maka digunakan Competitive Profile Matriks (CPM). Data-data yang telah dikumpulkan diberikan bobot dengan menggunakan Analytical Hierarchy Process (AHP). Setelah mendapatkan data internal dan eksternal perusahaan maka tahap kedua yang dilakukan ialah pencocokan dengan menggunakan analisis Strengths, Weaknesses, Opportunities dan Threats (SWOT). Selain SWOT, juga digunakan analisis Internal-Eksternal matriks yang digunakan sebagai metode kuantitatif penentuan strategi berdasarkan kondisi internal dan eksternal, juga digunakan Grand Strategy Matrix sebagai alat untuk membangkitkan strategi. Selanjutnya alternatif strategi dipilih dengan menggunakan Quantitative Strategic Planning Matrix (QSPM) dan terakhir dilakukan analisis strategi yang dapat diaplikasikan oleh perusahaan. Penelitian menunjukkan bahwa strategi yang tepat digunakan oleh Nizar berdasarkan bauran pemasaran dan kondisi persaingan pasar adalah strategi penetrasi pasar dengan nilai pada QSPM sebesar 15.984. Strategi penetrasi pasar yang ditawarkan kepada Nizar berupa peningkatan kesadaran konsumen dengan digital marketing dan strategi untuk meningkatkan minat konsumen membeli produk Nizar baik untuk retailer ataupun end user.

English Abstract

One of the companies engaged in the Muslim clothing industry for men is Nizar clothing brand. Nizar's main factory is located in Pasuruan, East Java. Nizar products consist of several types of clothes that is body fit, classic, casual, signature, limited, regular, and kids. Currently Nizar is focusing to develop market segment by using online media like facebook and website, and hard media by using brochures, pamphlets and billboards have been done before. However, the survey results conducted as much as 63% of respondents do not know Nizar products. Consumers Nizar recognized That the product have a good quality and lot of variety of designs to choose, but for access or extension of the product still needs to be improved. In addition, competitiveness can be a problem because of the remains of other Muslim clothes. More well-known brands that’s can become main competitor for Nizar is another Muslim clothing brand like Rabbani or Tasmatas. Therefore it is necessary to plan the appropriate strategy. In this research, for determining the strategy are using marketing mix which consist of product, price, promotion, and place (4P). Five Porter’s approach are used to analyze the company's external condition. In addition, to know the position of Nizar when compared with competitors are using Competitive Profile Matrix (CPM). The collected data is provided using Analytical Hierarchy Process (AHP). After obtaining the internal and external data of the company, then the matching stage can be done by using analysis of Strengths, Weaknesses, Opportunities and Threats (SWOT). In addition to SWOT, it also used Internal-External matrix as a quantitative method based on internal and external conditions, as well as Grand Strategy Matrix. Alternative strategic are selected using the Quantitative Strategic Planning Matrix (QSPM) and lastly do a strategy that can be applied by the company. Research shows that the strategy used by Nizar based on internal and external is a market penetration with a value on QSPM is 15.984. Market penetration strategy offered to Nizar is to raise consumer awareness with digital marketing, and increase consumer interest in buying Nizar products by giving discount.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FT/2018/437/051805585
Uncontrolled Keywords: AHP, CPM, IE Matrix, Market Penetration, Porter’s Five Forces, SWOT, QSPM CPM, IE Matrix, Penetrasi Pasar, Porter’s Five Forces, SWOT, QSPM
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Teknik > Teknik Industri
Depositing User: Budi Wahyono Wahyono
Date Deposited: 04 Oct 2018 07:26
Last Modified: 21 Oct 2021 06:42
URI: http://repository.ub.ac.id/id/eprint/12263
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