AYZA NAZHIFA, RIZKA (2024) ANALISIS STRATEGI PEMASARAN DALAM MENGHADAPI PERSAINGAN BISNIS PADA “SALIRA CAKE” DI KECAMATAN KELAPA DUA KABUPATEN TANGERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Established since 2009, Salira Cake is a business run individually in the field of food processing into cakes, located in Dasana Indah, Kelapa Dua District. Salira Cake has a shop that is strategically located so that it is easy for visitors to find. However, the many similar products create competition in running a business. This research aims to identify internal and external factors in UMKM Salira Cake and analyze strategies that can be applied by UMKM Salira Cake. The data analysis used is the internal factor evaluation matrix (IFE), external factor evaluation matrix (EFE), internal external matrix (IE) and SWOT matrix. The results of the research showed that internal factors are 8 strength factors and 4 weakness factors. While external factors are 5 opportunity factors and 4 threat factors. After that, the IE matrix obtained from the IFE matrix score of 2.986 and the EFE matrix score of 3.206, the IE matrix is in quadrant II which means growing and building. There are 7 alternative strategies obtained from the results of the SWOT analysis.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Berdiri sejak tahun 2009, Salira Cake merupakan sebuah usaha yang dijalankan secara perseorangan dalam bidang pengolahan bahan makanan menjadi kue, terletak di Perumahan Dasana Indah, Kecamatan Kelapa Dua. Salira Cake memiliki toko yang letaknya strategis sehingga mudah dijumpai oleh pengunjung. Akan tetapi, banyaknya produk sejenis yang membuat adanya persaingan dalam menjalankan suatu bisnis. Penelitian ini bertujuan untuk mengidentifikasi faktor internal dan faktor eksternal pada UMKM Salira Cake serta menganalisis strategi yang diterapkan oleh UMKM Salira Cake. Analisis data yang digunakan adalah matriks evaluasi faktor internal (IFE), matriks evaluasi faktor eksternal (EFE), matriks Internal Eksternal (IE) dan matriks SWOT. Hasil penelitian menujukkan faktor internal berupa 8 faktor kekuatan dan 4 faktor kelemahan sedangkan faktor eksternal berupa 5 faktor peluang dan 4 faktor ancaman. Setelah itu, diperoleh matriks IE yang didapat dari skor matriks IFE sebesar 2,986 dan skor matriks EFE sebesar 3,206 maka matriks IE berada di kuadran II yang artinya tumbuh dan membangun. Terdapat 7 alternatif strategi yang diperoleh dari hasil analisis SWOT. | |||||||||
| Uncontrolled Keywords: | Business Competition, Marketing, Strategy, SWOT Matrix | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Rizka Ayza Nazhifa | |||||||||
| Date Deposited: | 31 Dec 2024 10:25 | |||||||||
| Last Modified: | 31 Dec 2024 10:25 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/44724 |
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