Pramono, Alfira kusumahayu (2020) STRATEGIIPEMASARANIDALAMMENINGKATKANIVOLUME PENJUALANPADAIJUNGKIRBALIKCOFFEESIDOARJO. Other thesis, UPN "VETERAN" JATIM.
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Abstract
This research uses Jungkir Balik Coffee Sidoarjo which is a business that operates in the field of cafe or coffee shop as an object of research. The purpose of this study is to determine and analyze marketing strategies in improving sales volume implemented by Jungkir Balik Coffee Sidoarjo. The results of the SWOT analysis method are used as a basis for determining marketing strategies that can be done Jungkir Balik Coffee Sidoarjoinimprovingsalesvolume. The research method used is qualitative using observation data collection techniques and in-depth interviews related to marketing strategies that include products, prices, places / distribution, and promotions used by researchers in identifying strengths, weaknesses, opportunities, and threats with the SWOT analysis method on Tungkir BalikCoffeeSidoarjo. From this study the results of IFAS showed a strength of 2.00 and a weakness of 0.70. WhiletheEFAS results show an opportunity of1.94 and athreat of 1.25. Theresult of strategic choice is SO Strategy, where in the SWOT diagram lies in Quadrant I position, the company has opportunities and strengths so that it can take advantage of existing opportunities so that the strategy that must be set is to support an aggressive growthpolicy(growthorientedstrategy). Keywords:MarketingStrategy,MarketingMix,SWOTAnalysis,EFASMatrix,IFAS Matrix iv
| Item Type: | Thesis (Other) | ||||||||
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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: | 20 Nov 2020 04:01 | ||||||||
| Last Modified: | 20 Nov 2020 04:01 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/635 |
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