Yohanes, Christianus Djogo (2022) PENERAPAN STRATEGI PEMASARAN DENGAN MENGUNAKAN ANALISIS SWOT PADA CANGKRUAN CAK NDHOET JEMBER. Skripsi thesis, STIE Mandala.

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Abstract

ABSTRAK This study aims to determine the marketing strategy in Cangkruan Cak Ndhoet Jember, using SWOT (Strength Weakness Opportunity Threat) analysis. The data used in this study are primary data and secondary data. This research uses a qualitative research type. Methods of collecting data using observation, interviews, documentation, questionnaires, and literature study. The sample used in this study was a purposive sample. The resource persons taken in this study were company managers and 30 consumers of Cangkruan Cak Ndhoet Jember. The data analysis method uses the IFE matrix, the EFE matrix, and the SWOT matrix. The results of this study indicate that the marketing strategy used by Cangkruan Cak Ndhoet Jember is an aggressive strategy. This can be proven by where the opportunity score is greater than the strength score, which is also in the aggressive position of Cangkruan Cak Ndhoet. So, the strategy applied in conditions like this can support the company to compete with other companies and be able to dominate the market Keywords: Strength, weakness, opportunity, threats, and marketing strategies

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	08 Feb 2025 02:28
Last Modified:	08 Feb 2025 02:28
URI:	http://repo.itsm.ac.id/id/eprint/846

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