PERUMUSAN STRATEGI PENGEMBANGAN INDUSTRI OPAK DI KABUPATEN SRAGEN MENGGUNAKAN METODE ANALISIS SWOT DAN MARKETING MIX ( Studi Kasus Opak Paktik Krenyes Sragen )

DESTALIA, ICHA GUNDHI (2021) PERUMUSAN STRATEGI PENGEMBANGAN INDUSTRI OPAK DI KABUPATEN SRAGEN MENGGUNAKAN METODE ANALISIS SWOT DAN MARKETING MIX ( Studi Kasus Opak Paktik Krenyes Sragen ). Skripsi thesis, Universitas Setia Budi.

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Abstract

Opak Paktik Krenyes is a food industry that produces crispy opaque and sweet opaque crackers. The Opak Paktik Krenyes is located in the village of Gringsing 07 Mojopuro, Sumberlawang, Sragen. The purpose of this research is to identify internal and external factors of opaque business marketing strategy and formulate appropriate alternative marketing strategies using Marketing Mix analysis. This study uses the SWOT analysis method and the Marketing Mix. With a SWOT analysis, it will be able to produce several alternative strategies in making good decisions to run. The next step is to formulate a Marketing Mix strategy starting from the right product, price, place, promotion for Opak Paktik Krenyes. The results of the study using the SWOT from the IFAS assessment of 3.09 and EFAS 2.63. Then the position of the SWOT diagram is growth, namely using the SO (Strength Opportunies) strategy. As for the proposal of the right marketing strategy for Opak Paktik Krenyes with Marketing Mix analysis through products, namely by adding product variations, setting quality standards, and good product packaging. As for prices, Opak Paktik Krenyes can provide discounts. Furthermore, distribution is carried out by collaborating with distributors in delivering products. Meanwhile, promotion is carried out by personal selling, sales promotion, and publicity. Keywords: Marketing Mix, Marketing Strategy, SWOT.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Marketing Mix, Marketing Strategy, SWOT.
Subjects:	T Technology > T Technology (General)
Divisions:	Fakultas Teknik > Prodi S1 Teknik Industri
Depositing User:	Tifany Nur Arfiana
Date Deposited:	21 Jul 2022 03:56
Last Modified:	21 Jul 2022 03:56
URI:	http://repo.setiabudi.ac.id/id/eprint/4916

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