SWOT AND QSPM ANALYSIS: MARKETING STRATEGY PLANNING TO INCREASE SALES AT SAID'S ROTI JEMBER

Authors

  • Qotrunnada Firdausi universitas muhammadiyah jember
  • Eko Budi Satoto universitas muhammadiyah jember
  • Ira Puspitadewi Samsuryaningrum universitas muhammadiyah jember

Keywords:

Marketing Strategy, SWOT, QSPM

Abstract

Management good management​ must own a strategy for increase Power competitive especially in terms of marketing . Marketing strategy is set goals and objectives policies , as well set guiding rules​ marketing , for one namely Said's Roti. So that Said's Roti business can survive and compete , then strategy is needed . Strategy formulated with identify internal and external environment from Said's Roti. The purpose of study This is For identify internal and external factors used For formulate appropriate alternative strategies​ for Said's Roti. Method used in study This is IFE matrix , EFE matrix , IE matrix , SWOT matrix , and QSPM Matrix . The results of the SWOT analysis show that position company is in cell V where the strategy is right used is a strategy of guarding and defending through market penetration strategies , market development and product . Based on the results QSPM analysis , from six strategic alternatives that have been made there is alternative the most popular strategy or priority and have mark tall that is intensify promotion .

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Published

2024-09-25

Issue

Vol. 3 No. 3 (2024): Proceedings of International Conference (ICON) 2

Section

Articles

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