ANISA, NURUL and Jalal, Abdul and Sari, Rizki Yuli (2023) ANALISIS STRATEGI PEMASARAN MENGGUNAKAN METODE SWOT DAN QUANTITATIVE STRATEGIC PLANNING MATRIX (QSPM) (Studi Usaha Snack Hayen Ibu Yanti di Kelurahan Air Raja, Kecamatan Tanjungpinang Timur, Kota Tanjungpinang). S1 thesis, Universitas Maritim Raja Ali Haji.

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Abstract

The Purpose of this study was to determine the internal and external factors that influence the marketing strategy at Mrs. Yanti’s Hayen Snack Business, to know the marketing strategy using the SWOT method and to find out the right marketing strategy to increase sales volume at Mrs. Yanti’s Hayen Snack Business. This research uses a qualitative descriptive research type. Information collection was carried out using observation, interview, documentation, and triangulation methods. Data analysis in this study used the IFE, EFE, SWOT matrix and QSPM matrix methods. Based on the IFE Matrix analysis, the main strength is the quality of the product offered according to standards, while the main weakness is the unattractive packaging design. The based on the EFE Matrix analysis, the main opportunity that is owned is product quality that is recognized by consumers, while the main threat that can harm the company is the rising price of raw materials and fuel. The results of the IE Matrix are in cell V which is called the maintain and maintain strategy, the most widely used strategy in cell V is the strategy of market penetration and product development. The SWOT matrix produces 8 alternative strategies that can be chosen by Mrs. Yanti’s Hayen Snack Business. Based on the QSPM matrix, the most proposed and prioritized alternative strategy is to create new designs and flavors in increasing the market price strategy to face competition with a Tas score of 5,12.

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