23 May 2012

ANALISIS SWOT SEBAGAI DASAR PERUMUSAN STRATEGI PEMASARAN BERDAYA SAING


SRI YATI PRAWITASARI (2010). Studi pada Dealer Honda Tunggul Sakti di Semarang. SKRIPSI FAKULTAS EKONOMI UNIVERSITAS DIPONEGORO SEMARANG

ABSTRACT



This study aims to determine the right marketing strategy and competitive by first identifying, assessing internal factors and external environment affecting the company. This is done by using theme thod of SWOT analysis (Strength, Weakness, Oppurtunity, Threat), who coined by Albert Humphrey. SWOTA nalysisis theanalys isused to evaluate business opportunities and the reatsin the environment as well as strengths and weaknesses internal company owned. 

This research was conducted by survey methods (interviews andquestionnaires) in the General Manager with company marketing staff and consumer companies.Theresultisthenanalyzed by theme thod of SWOT Analysis Internal Analysis ExternalAnalysisof SAP and ETOP. Internal factors, external, positionand type of business andcorporate strategyisan independent variable,  hichmeans that each variable does not do comparisons, butexplain toeachother andaffect other variables.
The  results showed that themarketing strategy bycompanies isthe Investment Strategy, which the company's positionin the SAFE positionand type of business is business IDEAL. This investment strategymeans  the corporate environment supportive to invest andthen reaping (harvesting). Companies can use the previous company's strategy to improvesome weaknesses companies and avoid or defend against the threat of the company by creatinga more competitive strategy.  

 Keywords: Company Strategy, SWOT, Internal Factors, External Factors 

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