Perumusan strategi pemasaran pada Unit Bisnis Gowin Surveying Equipment PT. Matahari Aneka MKM Surabaya

Herdiyanto, Verdi Yudha (2010) Perumusan strategi pemasaran pada Unit Bisnis Gowin Surveying Equipment PT. Matahari Aneka MKM Surabaya. Masters thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Companies studied, namely PT. Matahari Aneka MKM is trading companies that has multiple business units, one of them is Business Unit GOWIN Surveying Equipment newly formed in December 2009. This business unit to formulate GOWIN marketing strategy Surveying Equipment amid intense competition and market risks TOPCON Surveying Equipment which has been marketed before. With this research are expected to formulate marketing strategies with qualitative approach to Strategic Planning Matrix can be applied to a business unit of GOWIN Surveying. PT. Matahari Aneka MKM to increase market share and sales. The theory used is related to a used analysis for the formulation of a marketing strategy which includes: understanding the strategy and strategic management, strategic management process, setting the company's mission and objectives, analysis of internal and external environment, marketing strategies and the formulation of strategy itself Some of analysis used in this study is the analysis of the Internal Factor Evaluation (IFE), External Factor Evaluation (EFE], SWOT analysis, analysis of Internal External (IE) and formulated by the method of Quantitative Strategic Planning Matrix (QSPM). This research is trying Descriptive analysis to obtain a picture of the things related to internal and external environment company. Methods of data collection and processing is carried out through interviews with the method of Focus Group Discussion (FGD), direct observation and from company documents and conducting library research to gather theoretical and other materials related to existing problems. The results showed that the Business Unit Surveying Equipment GOWIN haw the strength and number of opportunities that should be used to deal with threats from outside the company and improve weaknesses. Based on the identification of external and internal factors, the analysis drawn up a series of marketing strategies that produce the most appropriate business unit of GOWIN Surveying Instrument. PT. Matahari Aneka MKM, a penetration strategy by attacking and challenging the market directly.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Marketing strategy, internal factor evaluation (IFE), external factor evaluation (EFE), SWOT analysis, analysis of internal external (IE), quantitative strategic planning matrix (QSPM)
Subjects: Business
Business > Strategic Management
Divisions: Graduate School > Master Program in Management
Depositing User: Sri Kusuma Dewi
Date Deposited: 26 Jun 2015 08:24
Last Modified: 26 Jun 2015 08:24
URI: http://repository.wima.ac.id/id/eprint/2864

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