DIPA WIJAYA, ARI (2015) STRATEGI PEMASARAN KERIPIK SINGKONG BALADO NISUNI. S1 thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

ABSTRACT Increasingly fierce competition requires companies to have a proper marketing strategy. The purpose of this study, namely (1) To determine how the marketing strategy adopted by the Company cassava chips Balado nisuni (2) To determine how factors internal and external to the company cassava chips Baladonisuni the strengths, weaknesses, opportunities, and threats in the marketing of cassava chips (3) To determine how alternative marketing strategies cassava chips Balado nisuni appropriate and suitable for cassava chip companies Baladonisuni. Site selection is done deliberately (purposive). The method used in this study is the IFE and EFE matrix, and SWOT Matrix. in marketing products using cassava chips Balado a quality strategy, pricing strategy, based on the price of competitors,place a strategy of direct sales through in Padang Restaurant and a souvenir shop in Serang and Cilegon City, and promotion strategies by following exhibits, brochures and booklets. Based on the results of factor analysis of the internal matrix Evalution (IFE) industry domestic cassava chips for 2.60. The results of the analysis of the external factor evolution matrix (EFE) cassava chip home industry of 2.75. Pattern strategy can be implemented by companies cassava chip home industry is market penetration strategy and product development. Keyword : marketing strategy, cassava chips.

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