Hananda, Angela Virga Eka (2021) STRATEGI PEMASARAN DALAM MENINGKATKAN PENJUALAN PADA CAFE RVANG DI KETINTANG SURABAYA. Undergraduate thesis, UPN"VETERAN" JATIM.
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Abstract
Nowadays the food and beverage business is growing rapidly. In particular, cafe businesses have been found in many regions, therefore in the face of increasingly fierce competition, it requires every cafe business owner to always be responsive and adapt in the face of competition. This study aims to determine and analyze the marketing strategies used by Cafe Rvang in Ketintang Surabaya in increasing sales. This study uses a quantitative descriptive research method using SWOT analysis. To find out the right marketing strategy at Cafe Rvang in Ketintang Surabaya, an EFAS and IFAS analysis is carried out which includes the strengths and weaknesses of the company, as well as opportunities and threats for the company. The results showed (1) From the results of the analysis in the IFAS table, the strengths had a total score of 1.90, while the weaknesses had a total score of 0.90. (2) From the results of the analysis in table 4.3 EFAS, the opportunity factor has a total score of 2.10, while the threat has a total score of 0.70. Based on the research results in the SWOT diagram, Cafe Rvang is in quadrant 1, this is a very profitable situation. Cafe Rvang has opportunities and strengths so that they can take advantage of existing opportunities. The strategy that must be implemented in this situation is to support aggressive growth policies. (growth oriented strategy) Keywords: marketing strategy, EFAS, IFAS, SWOT analysis
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Mujari Mujari | ||||||||
| Date Deposited: | 01 Jun 2021 04:44 | ||||||||
| Last Modified: | 01 Jun 2021 04:45 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/1806 |
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