Margaretha, Clarintha (2021) Analisis Manajemen Strategi Pemasaran dalam Menghadapi Pandemi Covid-19 (Studi Kasus UMKM Keripik Osari). Sarjana thesis, Universitas Brawijaya.
Abstract
UMKM Keripik Osari merupakan salah satu UMKM yang menyediakan oleh- oleh khas Kota Malang. Semakin banyaknya tempat wisata yang berada di Kota Malang dan sekitarnya terus mendorong banyaknya wisatawan yang dating ke Kota Malang. Namun seiring dengan berjalannya waktu penjualan dari UMKM Keripik Osari di sepanjang tahun 2020 cenderung menurun dibandingkan dengan tahun sebelumnya. Penelitian dimulai dengan identifikasi atribut internal menggunakan bauran pemasaran sedangkan identifikasi atribut eksternal dilakukan menggunakan Porter’s Five Forces Method. Pada tahap input, dilakukan analisis faktor mengenai kekuatan, kelemahan, peluang, dan ancaman kemudian dianalisa menggunakan Internal Factor Evaluation Matrix(IFE), Eksternal Factor Evaluation Matrix (EFE), dan Competitive Profile Matrix (CPM). Selanjutnya dilakukan tahap pencocokan menggunakan Matriks SWOT dan sehingga didapatkan alternatif startegi. Pada tahap keputusan, digunakan Quantitative Strategic Planning Matrix (QSPM) sehingga didapatkan delapan alternatif strategi. Kata Kunci: Bauran Pemasaran, CPM, Kerangka Perumusan, Porter’s Five Forces, Strategi.
English Abstract
Osari Chips MSMEs is one of the MSMEs that provides souvenirs typical of the city of Malang. The increasing number of tourist attractions in Malang City and its surroundings continues to encourage more tourists to come to Malang City. However, over time, sales of Osari Chips MSMEs throughout 2020 tended to decline compared to the previous year. In this study, a strategy formulation framework was used which was divided into the input stage, the matching stage and the decision stage. The research begins with the identification of internal attributes using the marketing mix while the identification of external attributes is carried out using Porter's Five Forces Method. At the input stage, factors regarding strengths, weaknesses, opportunities, and threats are then analyzed using the Internal Factor Evaluation Matrix (IFE), External Factor Evaluation Matrix (EFE), and Competitive Profile Matrix (CPM). Furthermore, the matching stage is carried out using the SWOT Matrix and the Internal External Matrix (IE) so that alternative strategies are obtained. At the decision stage, the Quantitative Strategic Planning Matrix (QSPM) is used to determine the right strategy. Based on the IFE matrix and the EFE matrix, there were 27 internal factors and 18 external factors that influenced it. With an internal factor value of 3.024 and an external factor value of 2.733. Internal conditions are said to be strong and based on external evaluations it is said that Osari Chips MSMEs is running quite well, where MSMEs can still take advantage of opportunities and avoid some of the threats they face. Then the strategy formulation is carried out with the SWOT matrix which produces 10 types of strategies and the IE matrix produces 2 types of strategies. Then, the results of the overall strategy were re-analyzed with QSPM so as to produce strategic priorities for sales promotion through social media and e-commerce, making special edition variants and product bundling, following the fruit chip MSMEs community in Malang City, evaluating, recruiting and updating skills regularly, providing rewards and special prices for permanent resellers, collaborating with tour and travel and event organizers, implementing an open kitchen strategy, adding payment options, repackaging, developing flavor variants. Keywords: Strategy, Marketing Mix, Porter’s Five Forces, Strategy Formulation Framework
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 670 |
| Subjects: | 600 Technology (Applied sciences) > 670 Manufacturing |
| Depositing User: | Unnamed user with email gaby |
| Date Deposited: | 20 Oct 2021 03:41 |
| Last Modified: | 23 Feb 2022 07:06 |
| URI: | http://repository.ub.ac.id/id/eprint/184264 |
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