Albab, Tiriswati Ulil and Dr. Drs. Agung Yuniarinto,, MS.CMA (2022) Analisis Lingkungan Dalam Perumusan Strategi Pemasaran (Studi Pada Bisnis Fashion Lulaya Shop Situbondo). Sarjana thesis, Universitas Brawijaya.
Abstract
Lulaya Shop merupakan online shop yang bergerak di bidang fashion dengan target pasar kaum hawa. Persaingan di dunia bisnis terutama di bidang fashion di Kabupaten Situbondo membuat Lulaya Shop harus menyusun strategi pemasaran yang tepat. Tujuan penelitian ini adalah mengetahui faktor internal dan eksternal dan memperoleh strategi pemasaran yang sesuai dengan faktor internal dan faktor eksternal yang dimiliki oleh bisnis Lulaya Shop. Metode yang digunakan dalam penelitian ini yaitu kualitatif deskriptif dan pengumpulan data dengan cara wawancara kepada owner dan 2 konsumen, observasi, dan dokumentasi. Penelitian ini menggunakan matriks Internal Factor Evaluation (IFE), matriks External Factor Evaluation (EFE), matriks Strength, Weakness, Opportunities, Threat (SWOT), matriks Internal External (IE), dan Quantitative Strategic Planning Matrix (QSPM). Alternatif strategi yang didapatkan adalah penetrasi pasar. Upaya yang dilakukan adalah memasarkan melalui e-commerce Shopee, memanfaatkan media sosial Instagram, mempromosikan melalui Instagram Ads, meningkatkan keterampilan dalam bidang desain agar mempunyai desain produk dan feed media sosial yang menarik, memperbaiki kualitas produk, memiliki partner kerja sehingga dapat menjangkau pelanggan secara luas, menjual produk baru yaitu pakaian anak- anak dikarenakan target pasar yang ditargetkan adalah kaum hawa yang kebanyakan ibu-ibu yang biasanya juga memikirkan kebutuhan pakaian anaknya dan memberlakukan program diskon dan member card
English Abstract
Lulaya Shop is an online shop engaged in fashion business focusing on females. Business competition especially in fashion in Situbondo regency has urged the shop to create an accurate marketing strategy. The objective of this research is to identify the company’s internal and external factors and to obtain a marketing strategy that suits the business’ internal and external factors. The data of this qualitative descriptive research was obtained from interviews with the shop’s oner and two customers, as well as from observations and documentation. In this study, matrices of Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), Strength, Weakness, Opportunities, Threat (SWOT), Internal External (IE), and Quantitative Strategic Planning Matrix (QSPM) were used. Based on the analysis, the most appropriate strategy for Lulaya shop is market penetration. The business can market their product through Shopee, can use Instagram more extensively, promote their products through Instagram Ads, improve their skill in design for better products and more attractive social media feeds, enhance the quality of their products, take partners to reach wider spectrum of customers, sell new products such as kids wears since their market are females who are also mostly mothers who also think about the children’s clothes, and hold discount and member card programs
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0522020141 |
| Uncontrolled Keywords: | SWOT, QSPM, Strategi, Analisis Lingkungan, SWOT, QSPM, strategy, environmental analysis |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 14 Nov 2022 01:43 |
| Last Modified: | 14 Nov 2022 01:43 |
| URI: | http://repository.ub.ac.id/id/eprint/196299 |
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Text (DALAM MASA EMBARGO)
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