RIATMOKO, RIATMOKO (2011) Pengembangan Strategi Pemasaran IEC Bekasi Dalam Menghadapi Persaingan Pada Industri Jasa Kursus Bahasa Inggris. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
This study developed marketing strategy in the face of competition, as its object services industry English language courses IEC Bekasi Them ethod used is qua litative analysis , data collectio n methods are i n -depth interview s ( depth interview ) , lite rature review and observation through the mass media and the Internet. Formulation of m arketing strategy is a strategy th atau sesaderivative approach to strategic m anagem ent by using analysis tools IF AS. EFAS , Michael Porter's Five Forces Model . Marketing strategy , this study uses analysis STP ( segmentation , targeting , positioning) and m arketing m ix services a s well as tow s . Company 's internal and external factors t get the best strategy to use the TOWS analysis . R esult fro m th e analysis o f extern a l factors , IE C Bekasi have m ore opportunities than threats, while the analysis of internal factors IEC Bekasi have more weaknesses than strengths. Results from competitio nanalys is showed that IEC Bekasi an unfavorable competitive position. IEC Bekasi exp ected to develop marketing strategies in the face of competition in the English language service industry . Keywods : Strategies, Marketing , Services, IF AS , EFASE, Michael Porter 's F ive Forces M odel , STP , Marketing Mix, and TOWS.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-11-004 |
| Call Number: | TM/51/12/023 |
| NIM/NIDN Creators: | 55108120028 |
| Uncontrolled Keywords: | Strategi, Pemasaran, Jasa, IFAS, EFAS, Model Lima Kekuatan Michael Porter, STP, Bauran Pemasaran dan MPS, Manajemen pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 03 Aug 2012 11:52 |
| Last Modified: | 14 Oct 2022 07:51 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/38372 |
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