IDENTIFIKASI FAKTOR-FAKTOR YANG BERPENGARUH TERHADAP STRATEGI PEMASARAN PRODUK DUPA DENGAN PENDEKATAN ANALISIS SWOT (STUDI KASUS DI CV X)

Dwi , Sukma D and Kadek Eddy W, Eddy W (2013) IDENTIFIKASI FAKTOR-FAKTOR YANG BERPENGARUH TERHADAP STRATEGI PEMASARAN PRODUK DUPA DENGAN PENDEKATAN ANALISIS SWOT (STUDI KASUS DI CV X). In: Seminar Nasional Teknik Industri 2013, Surabaya.

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Abstract

CV X is one that is engaged in the marketing of incense with brand Pandavas. Incense is one of the means used to support traditional ceremony especially for Hindus and Buddhists study aims to estimate make the necessary marketing strategies to increase sales of incense and also to identify those factors internal and external to CV X. The problems that occur is the number of vendors that are equally incense incense sold so the competition resulting CV X decreased sales levels incense products are sold. It is therefore a strategy requires the CV X 2 that sold incense can compete and can increase sales. With the SWOT method is expected CV X can determine a good business strategy by analyzing the strengths, weaknesses, opportunities and threats are owned by CV X The results of the SWOT analysis of internal factors known to consist of product development., Perfume incense scented with their own concoction using self-created concoction, attractive cover design, have a lot of relationships, have an expert consultant in the areas of startegy and operational management, has had a supplier of raw materials imported incense, marketing has not been reliable in the product incense, many types of incense in the market, the brand is not widely known Pandavas incense and perfume not have a design that can be used handalan products and external factors consist of not much incense to run business agency system, a small incense box is huge and there is no chance of the game in similar products, incense products for everyday use, a good relationship with the consumer, the price continues to increase incense perfume, brand piracy Pandavas, and suppliers of raw materials are no longer provide the raw material to be purchased. From the results of research on the application of strategic analysis CV X position lies in quadrant I, which means CV X support the aggressive strategy / strategies that SO can use force to take advantage of existing opportunities. that is by developing a product for the taste of the market, as well as expand its distribution network and CV X must strengthen themselves by implementing intensive strategy is a strategy where the product developmenty CV X needs to improve or modify products current and strategies Market Penetration strategy through which this strategy CV X can add items for sales promotion and other promotional efforts. Keywords : Incense Pandavas, SWOT, Strategy and Business

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