ANALISIS SWOT DAN QSPM DALAM MENENTUKAN STRATEGI PEMASARAN ( STUDI KASUS PADA GRIYA KERUDUNG FAKHRIYAH )

MUCHAMMAD FAQIH FADLOLI, MUCHAMMAD FAQIH FADLOLI (2019) ANALISIS SWOT DAN QSPM DALAM MENENTUKAN STRATEGI PEMASARAN ( STUDI KASUS PADA GRIYA KERUDUNG FAKHRIYAH ). Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Fadloli, Muchammad Faqih, 2018. SWOT and QSPM Analysis in Determining Case Study Marketing Strategies on Fakhriyah Veil Griya. Thesis / final project, Marketing Management Study Program, Faculty of Economics, Majapahit Islamic University (UNIM). Advisor I : Budi Utami, SE., MM Supervisor II : Rika Dwi Harsasi, SE ,. MSM In its development, industries that focus on the field of Muslim clothing are now potential businesses run by businesses. These businesses compete with each other to meet the demands of consumers who demand product quality. Therefore, this businessman must be able to set a strategy to be able to survive the many competitors in the same or similar industry. This study aims to determine the strategy and provide an alternative strategy Griya Kerudung Fakhriyah. This study was tested with SWOT analysis and QSPM by identifying internal and external factors of the company, namely analyzing strengths and weaknesses and opportunities and threats, from these factors also drawn conclusions to determine alternative strategies which are then analyzed with QSPM From the results of the SWOT analysis, IFE calculations were obtained from internal factors which included Strength (3.3) and weaknesses (2.97) and EFE calculations which included external opportunities including (3.85) and threats (3.33) . While the results of the QSPM analysis show the main strategies are: Determining the quality of the raw material, stitching and neatness of the product even though competitors are cheaper, the second strategy is Maintaining promotion and Adding advertising, supplying raw materials and a third strategy, namely: Utilizing internet and social media technology to increase market share. Keywords : SWOT Analysis, QSPM Matrix, Marketing Strategy.

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