SOFYAN, MUHAMMAD (2022) STRATEGI BAURAN PEMASARAN DALAM MENINGKATKAN PENJUALAN DIMASA NEW NORMAL DI PROBOLINGGO (Studi Kasus Pada Industri Abon Hj. Sun). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The increasingly fierce business competition in the era of globalization must be addressed by business actors/businesses by implementing strategic steps for the continuity of their business. This study aims to determine and analyze the Marketing Strategy of the Abon Hj industry. Sun to increase sales. The method used in this study is a qualitative-descriptive method using SWOT analysis. To clarify the method to be applied in the form of a descriptive study with the aim of describing complex social realities by applying existing theoretical concepts. The social reality studied is focused on the industrial marketing strategy of Abon Hj. Sun. Based on the SWOT Analysis Diagram, Abon Hj. Sun is in Quadrant I position. In this condition it supports the company to implement an Aggressive Growth Strategy (Growth Oriented Strategy). Based on the results of the analysis conducted by researchers, the recommendations for Aggressive Strategies that can be carried out by Abon Hj. Sun is to do online promotions by utilizing all existing marketplaces such as the TikTok shop, or other marketplaces that Abon Hj has not explored so far. Sun to increase growth and expand market reach Abon Hj. Sun. In research, the shredded industry Hj. Sun uses a 4P mix consisting of products that offer quality shredded products and have 3 variants. The price offered is relatively cheap and can be reached by all levels of society. Promotions are carried out offline and online by creating accounts on social media and marketplaces. A place owned by the Abon industry Hj. Sun is not strategic, so the strategy used is partnering with cooperatives and supermarkets by entrusting their products.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.28 Strategic Planning | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Unnamed user with email 1642010061@student.upnjatim.ac.id | ||||||||
| Date Deposited: | 07 Oct 2022 08:30 | ||||||||
| Last Modified: | 07 Oct 2022 08:30 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/9848 |
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