PERANCANGAN STRATEGI PEMASARAN MENGGUNAKAN GRAND STRATEGY MATRIX DAN QUANTITATIVE STRATEGIC PLANNING MATRIX PADA PT BARITO TEKNIKA ENGINEERING

Dede Lika Fatiha, . (2026) PERANCANGAN STRATEGI PEMASARAN MENGGUNAKAN GRAND STRATEGY MATRIX DAN QUANTITATIVE STRATEGIC PLANNING MATRIX PADA PT BARITO TEKNIKA ENGINEERING. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

PT Barito Teknika Engineering faces marketing challenges characterized by suboptimal promotional activities, limited service variations, and production capacity constraints, highlighting the need for an appropriate marketing strategy to enhance the company's competitiveness. This study aims to identify the company's internal and external factors, determine its strategic position, formulate alternative marketing strategies, and identify the priority strategy. The weighting of internal and external factors was conducted using the Analytical Hierarchy Process (AHP), while the company's internal and external conditions were evaluated using the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices. The company's strategic position was determined using the IE Matrix and Grand Strategy Matrix, alternative strategies were formulated through the SWOT Matrix, and strategic priorities were established using the Quantitative Strategic Planning Matrix (QSPM). The results showed IFE and EFE scores of 2.843 and 2.932, respectively, placing the company in Cell V of the IE Matrix and Quadrant I of the Grand Strategy Matrix. The SWOT analysis generated 15 alternative strategies, with the highest priority being the optimization of social media and the company website as promotional media (STAS = 5.711). This study provides strategic marketing recommendations that can support PT Barito Teknika Engineering in improving its competitiveness and expanding market opportunities.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210312050] [Pembimbing: Nanang Alamsyah] [Penguji 1: Alina Cynthia Dewi] [Penguji 2: Wendy Febrianty Mardhiyah]
Uncontrolled Keywords: Marketing Strategy, AHP, SWOT, QSPM, IE Matrix
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Teknik > Program Studi Teknik Industri (S1)
Depositing User: DEDE LIKA FATIHA
Date Deposited: 28 Aug 2026 07:41
Last Modified: 28 Aug 2026 07:41
URI: http://repository.upnvj.ac.id/id/eprint/53769

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