relation: https://eprints.untirta.ac.id/50817/
title: ANALISIS STRATEGI PEMASARAN BAKMIE SEJAWAT SEBAGAI KULINER KHAS DI SUKABUMI JAWA BARAT
creator: SUCI, CITA
subject: S Agriculture (General)
description: This study aims to analyze the marketing strategy of Bakmie Sejawat as a signature culinary business in Sukabumi using SWOT and QSPM approaches. This research used a descriptive quantitative method with data collected through observation, and interviews. distributed to 30 internal employees and 10 external consumers. The IFE Matrix analysis shows a total score of 3.32 and the EFE Matrix a score of 3.20, placing Bakmie Sejawat in Quadrant I of the IE Matrix, which suggests a growth and build strategy. This position indicates that Bakmie Sejawat has strong internal capabilities and is in a favorable external environment, providing a solid foundation for business expansion. In this context, the company is encouraged to adopt intensive strategies such as product development and market penetration, as well as integrative strategies like enhancing its supply chain or forming strategic partnerships. These approaches are aligned with Bakmie Sejawat's strengths in branding, product quality, and customer engagement. The SWOT analysis resulted in eight alternative strategies, and the QSPM Matrix indicated that the top-priority strategy is providing special training to Generation Z employees to improve customer service (TAS 5.78). This study concludes that Bakmie Sejawat has strong potential for growth through intensive and integrative strategies, focusing on service quality enhancement, product development, and operational efficiency as a competitive local culinary brand.
date: 2025
type: Thesis
type: NonPeerReviewed
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language: en
identifier: https://eprints.untirta.ac.id/50817/1/Cita%20Suci_4441210079_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/50817/2/Cita%20Suci_4441210079_01.pdf
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identifier: https://eprints.untirta.ac.id/50817/3/Cita%20Suci_4441210079_02.pdf
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identifier: https://eprints.untirta.ac.id/50817/4/Cita%20Suci_4441210079_03.pdf
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identifier: https://eprints.untirta.ac.id/50817/5/Cita%20Suci_4441210079_04.pdf
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identifier: https://eprints.untirta.ac.id/50817/6/Cita%20Suci_4441210079_05.pdf
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identifier: https://eprints.untirta.ac.id/50817/7/Cita%20Suci_4441210079_Ref.pdf
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identifier: https://eprints.untirta.ac.id/50817/8/Cita%20Suci_4441210079_Lamp.pdf
identifier:   SUCI, CITA  (2025) ANALISIS STRATEGI PEMASARAN BAKMIE SEJAWAT SEBAGAI KULINER KHAS DI SUKABUMI JAWA BARAT.  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.