WIJAKSANA, PANJI (2016) PEMILIHAN STRATEGI PEMASARANDI CITRA GARDEN BMW MELALUI METODE ANALYTICAL NETWORKPROCESS DAN TECHNIQUE FOR ORDERPREFERENCE BY SIMILARITY TO AN IDEAL SOLUTION. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

In achieving a competitive advantage , a Company Needs A Marketing Strategy development for a review distinguish And having different values of its competitors .Because of the importance of the role of marketing strategies in the continuity of the company , management will have difficulty in choosing the best marketing strategy of choice existing strategies. PT. Ciputra Development, which is engaged in property. Citra Garden BMW consists of housing and shops where housing in Citra Garden BMW there are several clusters including Green Leaf, Red Leaf, South Leaf and many more. As for shops, there are two types such as Gate Way and Gold Leaf. Housing in Citra Garden BMW almost everything is marketed, but the shops are still under construction and will soon be marketed. Because of that Citra Garden BMW should determine a marketing strategy that will be used to market Shopping. Research aimed at choosing this marketing strategy, using five (5) criteria: Managerial Capabilities, Customer Linking Capabilities, Market Innovation Capabilities, Human Resource Asset and Asset Reputational. In determining the importance weight sub-criteria marketing strategy, used Analytical Network Process (ANP), while the methods used in determining the best marketing strategy is Technique for Order Preference by Similarity to an Ideal Solution method (TOPSIS). Results from this study showed the highest weight sub-criteria contained on brand and reputation with a value of 0.092274, second is the level of satisfaction of the employee 's performance is 0.089356, and understand the consumer needs to have the third largest weighting is 0.083492. The subsequent development of strategies for review Citra Garden BMW is development of differentiation strategies and recommendations are differentiated Again aspects Namely Products And Services Keywords: Analytical Network Process (ANP), Differentiation, Marketing Strategy, Property, TOPSIS.

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