SUNARDI, MALVIN VERONICA (2010) STRATEGI PEMASARAN GOLDEN PORTA SEBAGAI UPAYA MENINGKATKAN KEUNTUNGAN PERUSAHAAN. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Increasing company’s profit is not an easy way especially if it is a new and small company. One of ways that can be used as an effort to increase company’s profit is using marketing strategy. Therefore, on this research marketing strategy of Golden Porta as a new and small company was discussed. The analysis method used is qualitative analysis whereas the method in collecting data used is in-depth interview, library research and observation through mass media, and internet. This marketing strategy formulation is derivative company’s strategy using strategic management approach by using the analysis tools of IFAS, EFAS, Five Forces Model of Michael Porter. Whereas, on marketing strategy, this research is using the analysis of STP (segmentation, targeting, positioning) and services marketing mix as well as TOWS. The internal and external factors of this company are needed to analyze IFAS and EFAS that are combined to get the best strategy by using TOWS analysis. Based on the result of the analysis of external factors, it can be seen that the opportunities of Golden Porta are higher than the threats, whereas, based on the analysis of internal factors, it can be seen that the weaknesses of Golden Porta is higher than the strengths. Based on the five aspects of competitive force by Michael Porter, competitive analysis of Golden Porta shows that its unprofitable position is higher than the profitable position. The conclusion of this research is that the competition among the same industry is very tight so that Golden Porta must enhance the strategy in order to increase company’s profit.Meningkatkan keuntungan perusahaan bukanlah hal yang mudah terutama bila perusahaan tersebut baru saja berdiri. Salah satu cara yang dapat dilakukan untuk meningkatkan keuntungan perusahaan adalah melakukan strategi pemasaran. Oleh karena itu, pada penelitian ini dibahas strategi perusahaan Golden Porta yang merupakan perusahaan kecil dan baru saja berkembang. Metode analisis yang digunakan adalah analisis kualitatif sedangkan metode pengumpulan data yang digunakan adalah wawancara mendalam (indepth interview), kajian pustaka, dan observasi melalui media massa dan internet. Perumusan strategi pemasaran ini merupakan turunan strategi perusahaan yang menggunakan pendekatan manajemen strategis dengan menggunakan alat analisa IFAS, EFAS, Model Lima kekuatan Michael Porter. Sedangkan pada strategi pemasaran, penelitian ini menggunakan analisa STP (segmentation, targeting, positioning) dan bauran pemasaran jasa serta TOWS. Faktor internal dan eksternal perusahan sangat dibutuhkan untuk menganalisa IFAS dan EFAS yang kemudian digabungkan untuk mendapatkan strategi terbaik dengan menggunakan analisis TOWS. Dari hasil analisa faktor eksternal, didapat bahwa Golden Porta memiliki lebih banyak peluang daripada ancaman, sedangkan dari analisa faktor internal Golden Porta memiliki lebih banyak kelemahan daripada kekuatan. Berdasarkan lima aspek kekuatan persaingan Michael Porter, analisis persaingan Golden Porta menunjukan bahwa posisi persaingan yang tidak menguntungkan lebih tinggi daripada posisi yang menguntungkan. Kesimpulan dari penelitian ini adalah persaingan di sesama industri sangatlah ketat sehingga Golden Porta harus meningkatkan strateginya guna meningkatkan keuntungan perusahaan.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-10-147 |
| NIM/NIDN Creators: | 55108110025 |
| Uncontrolled Keywords: | 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: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 07 Jun 2022 03:06 |
| Last Modified: | 14 Feb 2023 07:59 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/62750 |
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