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Eli Mas'idah
Universitas Islam Sultan Agung
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MARKETING STRATEGY ANALYSIS USING THE METHOD SWOT AND QSPM IN INDUSTRIAL SCREEN PRINTING INDUSTRIES Septiyan Adi Saputro; eli Mas'idah; Andre Sugiyono
Journal of Applied Science and Technology Vol 1, No 01 (2021): Januari 2021
Publisher : Universitas Islam Sultan Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30659/jast.1.01.12-21

Abstract

Omah Sablon is a company engaged in screen printing. As a company engaged in screen printing, Omah Sablon must be more creative in designing and deciding business missions and marketing strategies that will be applied in the field to be able to anticipate various kinds of changes that will occur. Companies can continue to compete and move in the direction of consumer desires, because basically the company's function is to produce goods and services that can be accepted by consumers as well as to meet consumer desires. The number of sales that have not been stable causes the profits obtained by the company to not reach the target as desired by the company. That is because the production or ordering process from omah screen printing consumers occurs seasonally. Therefore it is necessary to analyze the marketing strategy to increase sales results. In the analysis of marketing strategies Omah Sablon is carried out using the Strength Weakness Opportunity Threats (SWOT) and Quantitative Strategic Planning Matrix (QSPM) methods. The first step is filling out internal and external factor questionnaires which are then analyzed using the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices, with values of IFE 2.69 and EFE 2.31, which are entered into the Grand Strategy matrix and known to the company located in quadrant I (has a perfect strategic position). Furthermore SWOT analysis to produce alternative strategies. Then from the Grand Strategy matrix analysis can draw conclusions to use the most interesting strategy to be analyzed using QSPM. Then from the results of the QSPM matrix it can be concluded that the most appropriate marketing strategy used by Omah Sablon to increase sales is Procurement of QC systems in the production process as a guarantor of product quality, Carrying out marketing programs with canvassing systems and also online systems in downtown Ungaran and providing fast service. and easy and add product variants.
PENENTUAN STRATEGI PEMASARAN UNTUK MENINGKATKAN PENJUALAN PAKU KAPAL DI UD. JAYA SAKTI Salman Alfarisi; Brav Deva Bernadhi; Eli Mas'idah
Jurnal Ilmiah Penelitian Mahasiswa Vol 1, No 1 (2022): September
Publisher : Jurnal Ilmiah Sultan Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (468.201 KB)

Abstract

UD. Jaya Sakti merupakan perusahaan penyedia alat – alat kebutuhan nelayan serta perkapalan kayu. Saat ini UD. Jaya Sakti sedang melakukan investasi mesin power press untuk produksi paku untuk perkapalan kayu, tetapi saat ini jumlah permintaan pasar lebih kecil dibanding kapasitas produksi mesin, hal ini menyebabkan mesin cenderung lebih sering menganggur. Terlebih lagi investasi ini merupakan usaha baru perusahaan yang mana belum ada pengalaman sebelumnya. Sehubungan dengan hal tersebut, perlu menentukan strategi manajemen pemasaran yang tepat untuk mengetahui posisi perusahaan di dunia produksi paku kapal ini serta untuk meningkatkan permintaan. Penelitian ini menggunakan metode analisa SWOT serta AHP. Hasil penelitian menunjukan bahwa posisi perusahaan saat ini berada pada ST strategi yang mana memiliki kekuatan yang dominan tetapi juga memiliki ancaman yang tinggi. Untuk hasil penentuan strategi prioritas didapatkan strategi Memberikan harga yang bersaing dengan kompetitor (ST1) dengan bobot 0,51, disusul strategi Membuat surat penawaran harga dalam jangka waktu tertentu disesuaikan dengan surat penawaran harga dari pabrik besi (ST2) dengan bobot sebesar 0,33, dan yang terakhir strategi Menyiapkan dies pengganti sebelum dies butuh perbaikan (ST3) dengan bobot sebesar 0,16.
Co-Authors Andre Sugiyono Brav Deva Bernadhi Salman Alfarisi Septiyan Adi Saputro