Pradana, Nova Surya and -, Dr. Indah Pratiwi, S.T., M.T (2024) Analisis Strategi Pemasaran Dengan Menggunakan Metode SWOT Dan QSPM (Studi Kasus: UMKM Fina Furniture). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Fina Furniture is a manufacturing company that produces household furniture. The problem experienced by the company is the lack of marketing strategy carried out by the company, because it only relies on word of mouth marketing. Therefore, the aim of this research is to identify and analyze the internal (weaknesses and strengths) and external (opportunities and threats) factors found in Fina Furniture. Then formulate alternative strategies that are suitable to be implemented at Fina Furniture. Next, determine the priority strategy to be realized at Fina Furniture. The method used to achieve the goal is the Strength Weakness Opportunity Theory (SWOT) method and the Quantitative Strategic Planning Matrix (QSPM). The results of the research show that the company is located in cell I with an IFE matrix weighting score of 3.189 and an EFE of 3.154, which means the company must implement a growth and development strategy. Then, of the 13 alternative strategies that have been formulated, there is an alternative strategy that is prioritized to be implemented by Fina Furniture MSMEs, namely creating a complete and clear product catalog in digital or physical form with a TAS of 6,332. Fina Furniture is advised to keep abreast of technological developments such as the use of social media and e-commerce as promotional tools. Apart from that, Fina Furniture is expected to be able to collaborate with contractors or tenders so that it can increase the company's sales volume.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | QSPM, Strategy, Marketing Strategy, SWOT |
| Subjects: | T Technology > TI Industrial Engineering |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | NOVA SURYA PRADANA |
| Date Deposited: | 15 Feb 2024 06:29 |
| Last Modified: | 15 Feb 2024 06:29 |
| URI: | http://eprints.ums.ac.id/id/eprint/121882 |
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