Analisis Swot Dalam Menentukan Strategi Pemasaran Dengan Pendekatan Bauran Pemasaran Pada Pt. Seloko Batam Shipyard
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Date
2017-07-21
Authors
Haslinda
Journal Title
Journal ISSN
Volume Title
Publisher
Politeknik Negeri Batam
Abstract
This study aims to: 1) Know the external factors in the marketing mix (7P)
to improve business PT. Seloko Batam Shipyard, 2) Knowing the internal factors
in the marketing mix (7P) to improve the business of PT. Seloko Batam Shipyard,
3) Knowing the marketing strategy that must be done by PT. Seloko Batam
Shipyard in tin the face of competition.
This research is used to determine the current state describes the
company and determine the strategy of the company which can be used in the
future. This research was done so that the company could face an increasingly
tight competition. This research was conducted on the services of PT. Seloko
Batam Shipyard. This study uses qualitative methods with SWOT analysis which
measured from the external and internal factors as well as the profile of the
competition. Results in May of EFAS and IFAS is PT. Seloko Batam Shipyard
located in quadrant II, namely increasing the power to minimize the threat to be
able to take opportunities that exist. The strategy can do is improve the quality of
products/services offered, doing promotions regularly and increasing market
segmentation. The opportunities that can be taken is to seize a share of the market
by maintaining regular customer. The threat of companies is the level of
competition is high. Its greatest strength is having a strategic location which is
easy to reach by boat. Weakness lack of promotion was owned on a regular basis
and limited human resources. Strategies that can be used is the company's
product development, market penetration, expantion and market diversification.
Description
Keywords
Manajemen Bisnis, Administrasi Bisnis, Management and Auxiliary Service (Manajemen dan Ilmu yang Berkaitan), Social Problems and Services; Associations (Permasalahan Sosial, Layanan Sosial; Asosiasi), Economics (Ilmu Ekonomi)