Marketing Strategy Planning With SWOT Analysis and Quantitative Strategic Planning Matrix (QSPM) at CV. Dex Media Kreasi

DOI:

https://doi.org/10.32734/jsti.v24i1.7584

Keywords:

Marketing, SWOT, IFE, EFE, QSPM

Abstract

The current condition of industrial competition is getting tougher, including in the printing industry. CV. Dex Media Kreasi is a printing company in Karawang. With this competition, CV. Dex Media Kreasi must have a strategy to survive and excel in attracting consumers. This study aims to analyze the best marketing strategy that can be applied by CV. Dex Media Kreasi. The method used is SWOT analysis and QSPM matrix. Based on the results of the SWOT analysis, the IFE value was 2,735 and the EFE was 2,784. Then obtained 12 alternative strategies were obtained from the SWOT matrix which was analyzed using QSPM to obtain priority strategies. Three priority strategies were obtained, namely ST2 Strategy with a TAS value of 5,424. WO3 strategy with a TAS value of 5,373. SO1 strategy with a TAS value of 5,354. The three proposed alternative strategies are Promoting with the help of influencers to increase consumer confidence, Rearranging the process and layout of production machines and regulating the availability of raw materials so that production delays do not occur, as well as establishing cooperation and conducting special promotions to large companies at least is in Karawang Regency.

Downloads

Download data is not yet available.

References

W. G. A. Luntungan and H. N. Tawas, "Strategi Pemasaran Bambuden Boulevard Manado: Analisis Swot," Jurnal EMBA, pp. 5495-5504, 2019.

R. D. Sianturi, "Manajemen Pemasaran Menggunakan Analisis SWOT Pada UMKM Guna Meningkatkan Daya Saing UMKM," Journal of Business and Economics Research (JBE), vol. 1, no. 1, pp. 45-50, 2020.

Rahmi, S. Dalimunthe and D. Susita, "Analisis SWOT sebagai Upaya Peningkatan Keunggulan Kompetitif Usaha Mikro Kecil Menengah (UMKM) di Wilayah Jakarta Timur," Jurnal Pemberdayaan Komunitas MH Thamrin , vol. 3, no. 2, pp. 87-95, 2021.

A. Luthfiyah, F. Djamhur, R. Melinda, Y. Rasyid and A. M. Putri, "Analisis SWOT Untuk Meningkatkan Manajemen Strategi Pada UMKM (Studi Usaha Jahit Pani di Pekanbaru)," Jurnal Pendidikan Tambusai , vol. 5, no. 2, pp. 3033-3041, 2021.

D. A. Sari and R. Suprapto, "STrategi Peningkatan Daya Saing UMKM Pengolahan Ikan Melalui Analisis SWOT," ournal of Management & Business , vol. 1, no. 2, pp. 110-122, 2018.

M. S. Hariati, W. Utari and Muninghar, "Strategi Perusahaan Untuk Meningkatkan Kesejahteraan Pekerja Menggunakan Sistem Premi Dalam Pengupahan Buruh Arian Skala UMKM Pada Usaha Percetakan di Surabaya Barat," Jurnal Manajerial Bisnis, vol. 1, no. 2, pp. 169-177, 2017.

W. Lestari, S. Musyahidah and R. Istiqamah, "Strategi Marketing Mix Dalam Meningkatkan Usaha Percetakan Pada CV. Tinta Kaili Dalam Perspektif Ekonomi Islam," Jurnal Ilmu Ekonomi dan Bisnis Islam, vol. 1, no. 1, pp. 64-85, 2019.

Nirmala and C. R. Uripi, "Analisis Swot Untuk Bisnis Percetakan Di Kota Purwokerto," Journal & Proceeding Feb Unsoed, vol. 6, no. 1, pp. 619-629, 2016.

A. Wicaksono, "Strategi Pemasaran dengan menggunakan Analisis SWOT Tanpa Skala Industri Pada PT X Di Jakarta," Jurnal Manajemen Industri dan Logistik, pp. 192-201, 2018.

D. M. Candana and M. Afuan, "ANalisis Strategi Pemasaran Cafe Dapoer Enha Sago Kabupaten Pesisir Selatan Menggunakan Matriks SWOT dan QSPM," JMPIS, pp. 151-162, 2020.

C. A. Sugianto and C. Hongdiyanto, "Perumusan Strategi Pemasaran Menggunakan Metode Qspm Pada Bisnis Sambal Noesantara," Jurnal Performa, pp. 106-115, 2017.

R. T. Kusumah and H. Suryana, "Model Analisis Swot Dan Qspm Dalam Pemilihan Strategi Pemasaran Distro Botrock Cianjur," in Seminar Nasional IENACO, Surakarta, 2018.

I. Prayudi, P. Wisnubroto and J. Susetyo, "Analisis Strategi Pemasaran Eva Boutique Dengan Metode SWOT dan QSPM," Jurnal REKAVASI, pp. 33-40, 2019.

H. K. Zia, R. Semiarty and R. P. Lita, "Analisis Swot Sebagai Penentu Strategi Pemasaran Pada Rumah Sakit Gigi Dan Mulut Baiturrahmah Padang," Jurnal Kesehatan Andalas, pp. 6-11, 2018.

D. Prayudi and R. Yuistria, "Penggunaan Matriks SWOT dan Metode QSPM pada Strategi Pemasaran Jasa Wedding Organizer: Studi Kasus pada UMKM Gosimplywedding Sukabumi," Jurnal Maksipreneur, pp. 224-240, 2020.

H. Irianto and T. Mardikanto, Metoda Penelitian dan Evaluasi Agribisnis, 1st ed., Surakarta: Universitas Sebelas Maret, 2010.

F. Rangkuti, Analisis SWOT Teknik Membedah Kasus Bisnis, 1st ed., Jakarta: PT. Gramedia Pustaka Utama, 2001.

Published

2022-01-25

How to Cite

Marketing Strategy Planning With SWOT Analysis and Quantitative Strategic Planning Matrix (QSPM) at CV. Dex Media Kreasi. (2022). Jurnal Sistem Teknik Industri, 24(1), 54-65. https://doi.org/10.32734/jsti.v24i1.7584