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