LAVIANA EKA SARI, JESIKA (2019) ANALISIS STRATEGI PEMASARAN UNTUK MENINGKATKAN PENJUALAN PADA UD. PAWON KUE SURABAYA. Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
This research is purpose to find out and analyze marketing strategies that carried out by UD. Pawon Kue Surabaya to increase sales. The research method used is a quantitative type using descriptive analysis that refers to the 4P marketing mix concept namely Product, Price, Place and Promotion. Data collection techniques are carried out by in-depth interviews, participant observation and documentation. The data analysis method used is the SWOT analysis method with the stages of arranging IFAS and EFAS matrix, determining the SWOT quadrant and SWOT matrix. From the results of this research it can be concluded that UD. Pawon Kue is located in quadrant I which has a strength of 2.25, weakness of 0.56, opportunity of 2.01 and threat of 0.58. So it can be concluded the strategy that can be used to increase sales is an aggressive strategy to maximize the strength to take advantage of existing opportunities. Aggressive strategies that can be applied by UD. Pawon Kue in order to increase sales is by continuing to innovate products in terms of product flavor, expand market coverage and maximize business management by adding human resources. Keywords: Marketing Strategy, IFAS matrix, EFAS matrix, SWOT analysis, UD. Pawon Kue Surabaya
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Mujari Mujari | ||||||||
| Date Deposited: | 07 Mar 2022 02:41 | ||||||||
| Last Modified: | 07 Mar 2022 02:41 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/5349 |
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