Windasari, Puput (2015) Analisis Perumusan Strategi Pemasaran UKM Roti Fresh From The Oven di Kota Kediri Dengan Metode Quantitative Strategic Planning Matrix (QSPM. Sarjana thesis, Universitas Brawijaya.
Abstract
UKM roti fresh from the oven merupakan salah satu bentuk usaha yang bergerak di bidang pengolahan produk roti dan memasarkan produknya dilokasi yang sama. Banyaknya UKM di Kota Kediri pada khususnya, membuat persaingan usaha semakin tajam, sehingga segala strategi untuk mencapai hasil penjualan yang tinggi harus ditempuh para pengolah roti fresh from the oven demi memenangkan daya saing antar UKM. Tujuan penelitian ini adalah untuk menentukan kekuatan, kelemahan, peluang dan ancaman UKM Roti fresh from the oven di Kota Kediri. Selain itu, penelitian ini bertujuan untuk merumuskan alternatif strategi pemasaran yang digunakan oleh UKM Roti fresh from the oven di Kota Kediri. Penelitian tentang perencanaan strategi pemasaran pada UKM Roti fresh from the oven di Kota Kediri dilakukan dengan menganalisis faktor internal dan eksternal. Analisis tersebut dilakukan untuk mengetahui kekuatan, kelemahan, peluang dan ancaman yang dimiliki UKM Roti fresh from the oven di Kota Kediri. Penyusunan strategi dilakukan dengan menganalisis faktor kekuatan, kelemahan, peluang, dan ancaman yang dimiliki UKM Roti fresh from the oven menggunakan matriks SWOT. Alternatif strategi tersebut dianalisis dengan menggunakan matriks QSPM (Quantitative Strategy Planning Matrix) untuk mengetahui alternatif yang memiliki skor daya tarik tertinggi. Hasil dari penelitian ini diketahui posisi UKM Roti fresh from the oven saat ini terdapat pada kuadran V (posisi rata-rata dan strategi yang diterapkan adalah hold and maintain strategy). Analisis SWOT menghasilkan 11 alternatif strategi pemasaran. Hasil analisis menggunakan QSPM menunjukkan bahwa strategi pengembangan produk yang dapat di terapkan terlebih dahulu oleh UKM roti fresh from the oven. Urutan strategi selanjutnya adalah mempertahankan kualitas dari produk dan menjaga citra serta reputasi.
English Abstract
In Indonesia, breads are one of the most popular food, and the customers spread across various levels of society. However, over time, the needs and desires of consumers change. Therefore, now many are popping up bakery that produces bread on the day and immediately sell it on the same day or so-called fresh from the oven. Al-Fatih Bakery is one of the SMEs that working in the field of processed food that is bread. After the interviews with the owners of Al-Fatih Bakery, problems experienced by Al-Fatih Bakery was, the unstable of product sales level. To stabilize and increase the number of sales in order, the first step to do by Al- Fatih Bakery is to improve product quality. In this study, QFD method is used to translate the needs and the customers wants, that will company produced. Voice of Customer (VOC) was obtained by conducting a preliminary survey to consumers of bread. VOC will be used in the matrix of customer needs in the House of Quality which is QFD tools. The results showed that the attributes of customer expectations, that need to be improved and developed is expired, the physical appearance of the bread, the texture of the bread. To attribute technical response, one that needs to be improved is the marketing of bakery products. Repairs can be done firstly by improving the attributes of customer expectations, then do the marketing of products one way to spread brochures or advertising in social media.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2015/302/051508591 |
| Uncontrolled Keywords: | HoQ (House of Quality), QFD (Quality Function Deployment), VOC (Voice of Customer),-HoQ (House of Quality), QFD (Quality Function Deployment), VOC (Voice of Customer) |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 29 Dec 2015 11:09 |
| Last Modified: | 23 Nov 2021 07:03 |
| URI: | http://repository.ub.ac.id/id/eprint/150205 |
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DAFTAR_LAMPIRAN.pdf Download (1MB) | Preview |
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DAFTAR_PUSTAKA.pdf Download (1MB) | Preview |
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DAFTAR_ISI.pdf Download (1MB) | Preview |
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I.PENDAHULUAN.pdf Download (1MB) | Preview |
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II.TINJAUAN_PUSTAKA.pdf Download (1MB) | Preview |
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DAFTAR_TABEL.pdf Download (1MB) | Preview |
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III.METODE_PENELITIAN.pdf Download (1MB) | Preview |
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IV.HASIL&PEMBAHASAN.pdf Download (1MB) | Preview |
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V.PENUTUP.pdf Download (1MB) | Preview |
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DAFTAR_GAMBAR.pdf Download (1MB) | Preview |
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Ringkasan&summary.pdf Download (1MB) | Preview |
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