LESTARI, PUJI (2020) STRATEGI PEMASARAN JAHE MERAH INSTAN (Suatu Kasus pada UMKM Zayeeda Serang Banten). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This a research aims to analyze internal factors and eksternal factors that are analyze alternative marketing strategy that can be used by Jahe Merah Instan UMKM Zayeeda, this research was conducted on UMKM Zayeeda. The strengths, weakness, opportunities, threats on UMKM Zayeeda to responden were consen intentionally were owner UMKM Zayeeda as the manager of UMKM Zayeeda. The data analysis using the Internal Factor Evaluatin Matrix (IFE), External Factor Evaluation Matrix (EFE) and SWOT Matrix. The result of this research show that the main strength for UMKM Zayeeda is the quality and continuity of the product is quite good a score of 0.368. The weakness for UMKM Zayeeda is there is no promotion in social media and advertising a score of 0.152. the biggest opportunity for UMKM Zayeeda consumer tastes want a healthy life a score of 0,627and threat for UMKM Zayeeda is competitor product had cheaper price a score of 0.412. this research show that the position of UMKM Zayeeda is in the scond guardant is growth and build. Suitable strategies are market concentratin market development, consistency make product with the best quality. Alternative strategy for development UMKM Zayeeda are Stretegy S-O is market penetration and consistency make product with the best quality and maintain partnerships. Strategy S-T is maintain product quality with qualiy and utilize land owner to increase raw material. Strategi W-O is improve promotion social media and advertising and buy a new technology to increase production. Strategi W-T is keep books and records properly an in detail, and Creating products that are different from competitors in terms of taste and packaging, even though they are still similar products.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | This a research aims to analyze internal factors and eksternal factors that are analyze alternative marketing strategy that can be used by Jahe Merah Instan UMKM Zayeeda, this research was conducted on UMKM Zayeeda. The strengths, weakness, opportunities, threats on UMKM Zayeeda to responden were consen intentionally were owner UMKM Zayeeda as the manager of UMKM Zayeeda. The data analysis using the Internal Factor Evaluatin Matrix (IFE), External Factor Evaluation Matrix (EFE) and SWOT Matrix. The result of this research show that the main strength for UMKM Zayeeda is the quality and continuity of the product is quite good a score of 0.368. The weakness for UMKM Zayeeda is there is no promotion in social media and advertising a score of 0.152. the biggest opportunity for UMKM Zayeeda consumer tastes want a healthy life a score of 0,627and threat for UMKM Zayeeda is competitor product had cheaper price a score of 0.412. this research show that the position of UMKM Zayeeda is in the scond guardant is growth and build. Suitable strategies are market concentratin market development, consistency make product with the best quality. Alternative strategy for development UMKM Zayeeda are Stretegy S-O is market penetration and consistency make product with the best quality and maintain partnerships. Strategy S-T is maintain product quality with qualiy and utilize land owner to increase raw material. Strategi W-O is improve promotion social media and advertising and buy a new technology to increase production. Strategi W-T is keep books and records properly an in detail, and Creating products that are different from competitors in terms of taste and packaging, even though they are still similar products. | |||||||||
| Uncontrolled Keywords: | Keyword: Marketing Red Ginger Strategy | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian > 54201-Program Studi Agribisnis | |||||||||
| Depositing User: | Perpustakaan Pusat | |||||||||
| Date Deposited: | 01 Aug 2022 10:34 | |||||||||
| Last Modified: | 01 Aug 2022 10:34 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/15027 |
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