Nabilah, Larissa Diva (2024) Analisis Strategi Marketing Dalam Meningkatkan Volume Penjualan Pada Es Teh Indonesia Cabang Sepanjang, Kab. Sidoarjo. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research was conducted with the aim of knowing the marketing strategy applied by Es Teh Indonesia in Sepanjang Branch, Sidoarjo Regency to increase sales volume. This research is a descriptive qualitative research method. The research was conducted at Es Teh Indonesia Sepanjang Branch, Sidoarjo Regency. The subjects in this study are the owner, employees and consumers of Es Teh Indonesia Sepanjang Branch, Sidoarjo Regency. The data analysis method used in this research is SWOT analysis using efas and ifas tables. The results of the research analysis using IFAS and EFAS, the Indonesian Ice Tea business in Sepanjang Branch, Sidoarjo Regency has a strength factor with a total score of 2.73, while the weakness factor gets a total score of 0.40. Opportunities receive a total score of 1.85 and threats have a total score of 0.45. Based on the results of the SWOT diagram, Es Teh Indonesia is in quadrant 1, which supports an aggressive strategy (Growth oriented strategy). By referring to the SWOT diagram and matrix, the resulting strategy is the SO strategy because it has the highest score. The SO strategy supports aggressive growth (growth-oriented strategy). During the growth phase, the company can implement various strategies to maintain market growth. Keywords: Marketing Strategy, 7P Marketing Mix, Sales Volume
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Larissa Diva Nabilah | ||||||||
| Date Deposited: | 28 Mar 2024 06:42 | ||||||||
| Last Modified: | 28 Mar 2024 06:42 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/21618 |
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