Analisis Strategi Pemasaran (Studi Kasus di Omaku Pusat Jajanan Tradisional, Kecamatan Kepanjenkidul, Kota Blitar)

Translitera : Jurnal Kajian Komunikasi dan Studi Media

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Title Analisis Strategi Pemasaran (Studi Kasus di Omaku Pusat Jajanan Tradisional, Kecamatan Kepanjenkidul, Kota Blitar)
 
Creator Fawazi, M. Halim
Rahayu, Puji
 
Subject SWOT Analysis, Marketing Strategy and Grand Strategy Matrix
 
Description Omaku Center for Traditional Snacks is one of the home industries where the main product is traditional snacks such as wet snacks in general. Starting from two peddlers, Mrs. Rusli Prijanto, started trying to open a wet snack business. Initially it was still located on Jl. Blitar 100 orchids. One of the differences of these products is the recipe for traditional wet snacks made which is distinctive and guaranteed and stable. The purpose of this study is to analyze and determine marketing strategies that can be applied to the Omaku Traditional Snack Center. The analysis used was the SWOT approach and descriptive analysis used a qualitative research approach to respondents who were given a questionnaire in which the respondents were selected by purposive sampling technique. For this reason, it is necessary to recognize the company's condition and internal and external factors that have an influence on the marketing strategy. For data collection, it was done by interview, questionnaire and direct observation. In addition, data is collected through supporting data obtained from books, previous research and related sources. The data obtained is based on the data that has been collected, then an analysis is carried out using a SWOT approach in order to find out which marketing strategies can be used based on the strengths, weaknesses, opportunities, and threats of the company. The results showed that the company's grand strategy matrix is ​​included in quadrant I, where the implementation of aggressive or growth strategies is a very favorable condition for the company. The company has the power to be able to where, the company has the power so that it can use the existing opportunities.
 
Publisher Universitas Islam Balitar
 
Date 2021-03-17
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://ejournal.unisbablitar.ac.id/index.php/translitera/article/view/1422
10.35457/translitera.v10i1.1422
 
Source Translitera : Jurnal Kajian Komunikasi dan Studi Media; Vol. 10 No. 1 (2021): Maret 2021; 15-31
Translitera : Jurnal Kajian Komunikasi dan Studi Media; Vol 10 No 1 (2021): Maret 2021; 15-31
2527-3396
2088-2432
 
Language eng
 
Relation https://ejournal.unisbablitar.ac.id/index.php/translitera/article/view/1422/955
 
Rights Copyright (c) 2021 Translitera : Jurnal Kajian Komunikasi dan Studi Media
https://creativecommons.org/licenses/by-nc-sa/4.0
 

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