Humam, Rais Aulia (2019) Formulating Competitive Strategy In Camera Rental Competition In Malang City (Case Study On Swandudes Camera Rent Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis lingkungan internal dan eksternal di Swandudes Camera Rent, mengetahui dan menganalisis kondisi kompetitif pada Swandudes Camera Rent, dan merumuskan pilihan strategi untuk Swandudes Camera Rent menggunakan metode IFE, EFE, CPM, Grand Strategy Matrix dan QSPM dengan judul perumusan strategi kompetitif dalam kompetisi penyewaan kamera di kota Malang (studi kasus pada Swandudes Camera Rent Malang) Dari Penelitian diketahui skor total bobot IFE 2,97 dan EFE 2,75 menempatkan Swandudes Camera Rent di posisi internal dan eksternal yang cukup baik namun memiliki banyak ruang untuk improvisasi. Hasil matriks Profil Kompetitif (CPM) mengidentifikasi bahwa Swandudes Camera Rent berada dalam posisi yang cukup kompetitif dengan pesaingnya. Hasil Grand Strategy Matrix diketahui bahwa Swandudes Camera Rent berada di kuadran I. Strategi yang direkomendasikan untuk perusahaan dalam matriks ini adalah penetrasi pasar, pengembangan produk dan pengembangan pasar. Analisis QSPM menghasilkan strategi penetrasi pasar sebagai strategi utama Swandudes Camera Rent untuk meningkatkan daya saingnya. Penelitian ini menyimpulkan Swandudes Camera Rent dapat meningkatkan promosi, meningkatkan beban iklan, meningkatkan upaya publisitas dan memanfaatkan tren pemasaran digital dengan media sosial dalam melaksanakan strategi penetrasi pasar.
English Abstract
This study aims to find out and analyze the internal and external environment in Swandudes Camera Rent, find out and analyze competitive conditions on Swandudes Camera Rent, and formulate strategic choices for Swandudes Camera Rent using the IFE, EFE, CPM, Grand Strategy Matrix and QSPM methods titled strategy formulation competitive in camera rental competitions in Malang (case study at Swandudes Camera Rent Malang) The research found that IFE 2.97 total weight score and EFE 2.75 put Swandudes Camera Rent in an internal and external position that was good enough but had plenty of room for improvisation. The results of the Competitive Profile matrix (CPM) identify that Swandudes Camera Rent is in a position that is quite competitive with its competitors. The Grand Strategy Matrix results show that Swandudes Camera Rent is in quadrant I. The recommended strategy for companies in this matrix is market penetration, product development and market development. QSPM analysis results in a market penetration strategy as the main strategy of Swandudes Camera Rent to increase its competitiveness. This research concludes that Swandudes Camera Rent can increase promotions, increase advertising burdens, increase publicity efforts and take advantage of digital marketing trends with social media in implementing market penetration strategies.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/278/051903715 |
| Uncontrolled Keywords: | Perumusan Strategi, Matriks IFE, Matriks EFE, Matriks CPM, Grand Strategi Matriks, Matriks QSPM, Strategy Formulation, IFE Matrix, EFE Matrix, CPM Matrix, Grand Matrix Strategy, QSPM Matrix |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.872 Telemarketing and direct marketing |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 16 Aug 2020 06:38 |
| Last Modified: | 21 Oct 2021 13:56 |
| URI: | http://repository.ub.ac.id/id/eprint/170637 |
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