Adindarizka, Desrachmanti (2021) PERENCANAAN STRATEGI PEMASARAN PADA PRODUK BRADY CHEESE MENGGUNAKAN SWOT-IE. Sarjana thesis, Universitas Brawijaya.
Abstract
Brady Cheese merupakan merk dagang sebuah keju yang diproduksi oleh CV Brawijaya Dairy Industry yang berada di Kota Malang. Industri keju di Indonesia memiliki potensi market revenue dengan tren naik. Tetapi jumlah penjualan Brady Cheese mengalami penurunan dan juga banyak target penjualan tidak dapat tercapai. Penelitian ini bertujuan untuk mengidentifikasikan dan menilai kondisi perusahaan secara internal menggunakan matriks IFE dan kondisi eksternal menggunakan matriks EFE untuk bisa mendapatkan perumusan strategi yang tepat agar dapat meningkatkan jumlah penjualan dan tercapainya target penjualan. Perumusan strategi dilakukan dengan bantuan matriks IE dan matriks SWOT untuk mendapatkan alternatif-alternatif strategi. Berdasarkan penelitian yang dilakukan, didapatkan delapan alternatif strategi yang dapat diimplementasikan oleh perusahaan setelah melakukan perhitungan menggunakan QSPM.
English Abstract
The processing of pure food ingredients into derivative processed products is carried out by the community to get more value-added to the products and to have a longer shelf life. The increase in pure cow's milk products from year to year in the Greater Malang area can be utilized for the entrepreneurs in Malang Raya. One of the derivative products that can be produced from pure cow's milk is cheese. Market income in the cheese segment in Indonesia also has an upward trend. Therefore, this opportunity should be utilized by CV. Brawijaya Dairy Industry as one of the producers and sellers of cheese in Malang with the trademark Brady Cheese. From October 2019 to August 2020, the sales of the Brady Chese were unstable. Therefore, this research aims to design a new marketing strategy that is suit for CV. Brawijaya Dairy Industry in order to increase the sales of Brady Cheese products. The formulation of alternative strategies in this research is adjusted to the company's conditions with data obtained from the company and also from the consumer products. In the first stage, internal factors and external factors were identified then processed using the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrix. Afterwards, these factors were matched using the Internal-External (IE) matrix and the Strengths-Weaknesses-Opportunities-Threats (SWOT) matrix. The last stage is to determine the most suitable alternative strategy to be recommended to the company with the help of the Quantitative Strategic Planning Matrix (QSPM). As the result of the research, there are 25 internal factors and 15 external factors that affecting the company. Internal factors consist of strength factors which amounts to 13 factors and weakness factors which amounts to 12 factors. While the external factors consists of 9 factors for opportunity factors and 6 for threat factors. The value obtained for IFE matrix is 2.629 and 2.752 from the EFE matrix. Based on the identified conditions, 14 alternative strategies were formulated in this research. There are 3 strategies generated from the IE matrix and 11 strategies generated from the SWOT matrix. Afterwards, all the alternative strategies were processed using QSPM and generated strategies to be recommended to the company. The top-three strategies from QSPM are increasing product existence, creating slogans or taglines, and providing referral codes and discount vouchers to the customers. Keywords: EFE Matrix, IFE Matrix, Strategic Management, SWOT Matrix, QSPM
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 670 |
| Uncontrolled Keywords: | Kata Kunci: Manajemen Strategi, Matriks EFE, Matriks IFE, Matriks SWOT, QSPM--EFE Matrix, IFE Matrix, Strategic Management, SWOT Matrix, QSPM |
| Subjects: | 600 Technology (Applied sciences) > 670 Manufacturing |
| Depositing User: | Unnamed user with email gaby |
| Date Deposited: | 20 Oct 2021 04:41 |
| Last Modified: | 23 Feb 2022 01:41 |
| URI: | http://repository.ub.ac.id/id/eprint/184283 |
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