ANALISIS STRATEGI PEMASARAN DALAM MENINGKATKAN VOLUME PENJUALAN PADA TOKO ROKOK ELEKTRIK XCLOUD DI SURABAYA
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Institusion
Universitas Pembangunan Nasional Veteran Jawa Timur
Author
Achmad Nasher Lista , Bahari
Subject
HF5410 Marketing. Distribution of products
Datestamp
2018-02-05 05:12:28
Abstract :
The main objective of this research is to know and analyze the marketing strategy that is done to increase the exposure at XCloud Surabaya electrical cigarette shop. In addition, this research also aims to develop and recommend appropriate marketing strategies to XCloud Surabaya electrical cigarette shop in increasing revenue. The method used is qualitative descriptive method which is part of qualitative research through in-depth interview technique, participant observation, and documentation. Sampling technique used is purposive sampling technique that is owner, employee and consumer. The analysis tool used is SWOT analysis that is using IFAS (Internal Factor Analysis Summary), EFAS (External Factor Analysis Summary), SWOT Analysis Diagram, and SWOT Matrix. The results of the research using IFAS, EFAS, SWOT Analysis Diagram, and SWOT Matrix conclude that the position of XCloud Surabaya Electric Cigarette Shop in marketing strategy is to have internal strength but has a stroke. The strategy recommended in the marketing strategy of XCloud Surabaya Electric Cigarette Shop is ST (Strength Treaths) strategy that uses company's strength to overcome the threat and take advantage of long-term opportunities by means of diversification strategy (Product or Market) such as Increasing Brand Image from Electric Cigarette Shop XCloud Surabaya to be better known by all people of Surabaya, Establish cooperation with the community in the making of events and Maintain prices with the addition of discounts or discounts for consumers who are loyal to the product Electric Cigarette Shop XCloud Surabaya. Keywords: Marketing Strategy, IFAS, EFAS, SWOT
The main objective of this research is to know and analyze the marketing strategy that is done to increase the exposure at XCloud Surabaya electrical cigarette shop. In addition, this research also aims to develop and recommend appropriate marketing strategies to XCloud Surabaya electrical cigarette shop in increasing revenue. The method used is qualitative descriptive method which is part of qualitative research through in-depth interview technique, participant observation, and documentation. Sampling technique used is purposive sampling technique that is owner, employee and consumer. The analysis tool used is SWOT analysis that is using IFAS (Internal Factor Analysis Summary), EFAS (External Factor Analysis Summary), SWOT Analysis Diagram, and SWOT Matrix. The results of the research using IFAS, EFAS, SWOT Analysis Diagram, and SWOT Matrix conclude that the position of XCloud Surabaya Electric Cigarette Shop in marketing strategy is to have internal strength but has a stroke. The strategy recommended in the marketing strategy of XCloud Surabaya Electric Cigarette Shop is ST (Strength Treaths) strategy that uses company's strength to overcome the threat and take advantage of long-term opportunities by means of diversification strategy (Product or Market) such as Increasing Brand Image from Electric Cigarette Shop XCloud Surabaya to be better known by all people of Surabaya, Establish cooperation with the community in the making of events and Maintain prices with the addition of discounts or discounts for consumers who are loyal to the product Electric Cigarette Shop XCloud Surabaya. Keywords: Marketing Strategy, IFAS, EFAS, SWOT
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