PERANCANGAN STRATEGI PEMASARAN DENGAN METODE MATRIKS IFE, EFE DAN IE, MATRIKS SWOT, MATRIKS SPACE, DAN AHP (STUDI KASUS PADA PT. WIN FLUID ENGINEERING)

Claudia Ivana Sitorus, . (2022) PERANCANGAN STRATEGI PEMASARAN DENGAN METODE MATRIKS IFE, EFE DAN IE, MATRIKS SWOT, MATRIKS SPACE, DAN AHP (STUDI KASUS PADA PT. WIN FLUID ENGINEERING). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

PT. Win Fluid Engineering is a company engaged in the hydraulic and pneumatic industry. The products sold by the company are not common products (can be used by any community). Sales become very volatile (unstable) due to a limited product market. Designing a good marketing strategy is needed to overcome this problem. This research uses a combination of SWOT matrix, SPACE matrix, and also AHP (Analytical Hierarchy Process) methods. The use of these methods is divided into the input stage, the matching stage, and also the decision stage. Based on IFE and EFE data processing, the major strength of PT. Win Fluid Engineering is because it is an official distributor of PARKER, its major weakness is the lack of product information on the official website, the major opportunity is the need from customers, and the major threat is the price of raw materials which tends to rise, with a weight score of each consecutively equal to 0.136;0.077;0.117;0.110. Based on IE method data processing, the company is in a growing and developing condition (IFE and EFE scores of 3.150 and 2.717), as well as with the SPACE method, the company is in the aggressive quadrant, so the strategies that are suitable to be implemented by the company are market penetration, market development, and product development. The determination of strategic priorities is carried out using the AHP method, in which the largest alternative is the addition of an e-catalogue on the company's official website with a score of 0.270

Item Type:	Thesis (Skripsi)
Additional Information:	No. Panggil : 1810312065 Pembimbing : M. Rachman Waluyo Penguji 1: Nanang Alamsyah Penguji 2: Santika Sari
Uncontrolled Keywords:	IE Matrix, SPACE Matrix, SWOT Matrix, Analytical Hierarchy Process, Strategic Management
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Teknik > Program Studi Teknik Industri (S1)
Depositing User:	Claudia Ivana Sitorus
Date Deposited:	03 Feb 2022 03:06
Last Modified:	03 Feb 2022 03:06
URI:	http://repository.upnvj.ac.id/id/eprint/16175

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