Untitled Document
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2015-10-06
Abdul Rahman Jannang
ANALISIS SWOT BAGI PERENCANAAN PEMASARAN STRATEGIS PT. MARKISA SEGAR DI KABUPATEN GOWA SULAWESI SE
ABSTRACT : The objectives of this research consist of : (1). To find out the amount of contribution of each external environment factor which affects the treat and opportunities of the company, and the amount of contribution of internal environment factors towards overall strength and weaknesses of PT. Markisa Segar. (2). To find out the gap level between the opportunities and threats as well as the gap level between the strength and weaknesses of PT. Markisa Segar, and (3). To examine the way to formulate a strategic marketing planning for PT. Markisa Segar which based on its envinment. Data analysis was conducted by SWOT analysis approach with the elaboration of ETOP and SAP, and Gap Analysis. The result of SWOT analysis showed the huge threats consists of suppliers, and competitor factore. While the great opportunity was given by competitor, customer and supplier factors. The results of Gap Analysis showed are positive, the generic strategy which must be considered by PT. Markisa segar is the expansion strategy with the alternative of vertical integration strategy to the stream industries and concentris diversification strategy. KEYWORDS : SWOT Analysis, marquisa.
ABSTRACT : The objectives of this research consist of : (1). To find out the amount of contribution of each external environment factor which affects the treat and opportunities of the company, and the amount of contribution of internal environment factors towards overall strength and weaknesses of PT. Markisa Segar. (2). To find out the gap level between the opportunities and threats as well as the gap level between the strength and weaknesses of PT. Markisa Segar, and (3). To examine the way to formulate a strategic marketing planning for PT. Markisa Segar which based on its envinment. Data analysis was conducted by SWOT analysis approach with the elaboration of ETOP and SAP, and Gap Analysis. The result of SWOT analysis showed the huge threats consists of suppliers, and competitor factore. While the great opportunity was given by competitor, customer and supplier factors. The results of Gap Analysis showed are positive, the generic strategy which must be considered by PT. Markisa segar is the expansion strategy with the alternative of vertical integration strategy to the stream industries and concentris diversification strategy. KEYWORDS : SWOT Analysis, marquisa.
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