STRATEGI PEMASARAN MELALUI ANALISIS SWOT PADA PERUSAHAAN KOPI LOKAL PT. BERONTOSENO KEDIRI

ROSITA, WINDY MELLA (2018) STRATEGI PEMASARAN MELALUI ANALISIS SWOT PADA PERUSAHAAN KOPI LOKAL PT. BERONTOSENO KEDIRI. STRATEGI PEMASARAN MELALUI ANALISIS SWOT PADA PERUSAHAAN KOPI LOKAL PT. BERONTOSENO KEDIRI.

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Abstract

Research entitled Marketing Strategy Through SWOT Analysis At Local Coffee Company PT. Berontoseno Kediri. Aims to identify Strengths, Weaknesses and Opportunities, threats owned by the company and to find relevant marketing strategies used by PT. Berontoseno Kediri. This research uses quantitative approach, with object of research application of company marketing strategy, by using SWOT analysis that is analyzing strategy of SO (Strength-Opportunity), ST (Strength-Weakness), WO (Weakness-Opportunity), WT (Weakness-Threat). The results showed that the internal environment factors that influence the marketing strategy of PT. Berontoseno Kediri is a good quality powdered coffee, cheaper product price than competing products, business position that still perform activities independently with simple equipment, and also due to limited amount of company capital. External environmental factors that influence is the availability of adequate raw materials, the community needs to drink consumption in the form of coffee, competition with similar companies, as well as the increasing product substitution. The result of SWOT analysis yield eight alternative strategies that need to be done by PT. Berontoseno Kediri, developing a network of marketing, improving the quality of service to customers, strengthening cooperation with government agencies, improving the quality of human resources by training, increasing promotional and advertising activities, setting prices to face competition, increasing the use of technology, and suppressing any possibility of leakage costs operational. Keywords: Marketing Strategy, SWOT

Item Type:	Article
Uncontrolled Keywords:	Marketing Strategy, SWOT
Subjects:	Manajemen
Divisions:	S1 Manajemen
Depositing User:	Unnamed user with email Lib.stiemahardhika@gmail.com
Date Deposited:	30 Oct 2019 10:11
Last Modified:	11 Nov 2020 05:53
URI:	http://repository.mahardhika-library.id/id/eprint/1120

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