DIANA, DIANA (2019) PENERAPAN ANALISIS SWOT DALAM STRATEGI PEMASARAN PADA TOKO CAK MAN ONDERDIL MOBIL (STUDI KASUS DI KEDUNGDORO SURABAYA). Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
The researcher used Cak Man Spareparts which is engaged in spare parts as a research object. The purpose of this study was to find out and analyze marketing strategies at the Cak Man Spareparts Store. The results of the SWOT method are used as a basis for determining the marketing strategy that can be done by Cak Man Spareparts. The research method used is descriptive which is part of a qualitative analysis using in-depth interview data collection techniques related to marketing strategies based on 4p marketing mix indicators used by researchers in identifying strengths, weaknesses, opportunities and threats with the SWOT method at Cak Man Spareparts Store. From this study, the results of the Internal Factor Analysis Summary showed that the strength of the company was greater than its weaknesses. Whereas from the results of External Factor Analysis Summary, it shows that threats are greater than the opportunities that exist. Strategic choice is ST, so the SWOT diagram of S and T strategies is located in Quadrant II, which despite facing various threats this store still has internal strength so the strategy that must be applied is to use force that utilizes long-term opportunities by means of diversified strategies (product or market). Keywords: Marketing Strategy, SWOT Analysis, IFAS matrix, EFAS matrix
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 08 Feb 2022 00:42 | ||||||||
| Last Modified: | 08 Feb 2022 00:42 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/5100 |
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