Fauzia, Diah Nur (2021) STRATEGI PEMASARAN MENGGUNAKAN PENDEKATAN ANALISIS SWOT PADA BUKUKURNAS.ID SIDOARJO. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research is based on the development of bookstores in Indonesia, especially in Sidoarjo regency. Researchers used BukuKurnas.id which is one of the bookstores in Sidoarjo as the object of research. The purpose of this study was to identify and analyze the marketing strategies adopted by BukuKurnas.id using the SWOT analysis approach. Qualitative descriptive using in-depth interview data collection techniques (in-depth interviews) on owners, employees, and consumers related to marketing strategies based on the 4P marketing mix indicators (product, price, place, promotion), participatory observation, and documentation are the methods used. in this research. From the results of research using SWOT analysis, it can be concluded that BukuKurnas.id Sidoarjo is in quadrant position I. This position is a very profitable situation where BukuKurnas.id can use its strength to take advantage of existing opportunities. The strategy that must be applied in this condition is to support an aggressive growth policy (Growth Oriented Strategy). Keyword: Marketing Strategy, SWOT Analysis, Marketing Mix
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Fatchullah Fatchullah | ||||||||
| Date Deposited: | 27 Aug 2021 02:27 | ||||||||
| Last Modified: | 27 Aug 2021 02:27 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/2548 |
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