STRATEGI PEMASARAN PT. GRAMEDIA ASRI MEDIA ROYAL PLAZA SURABAYA DALAM BERSAING DAN MENINGKATKAN OMSET

NELKY, PONGNGALLA (2013) STRATEGI PEMASARAN PT. GRAMEDIA ASRI MEDIA ROYAL PLAZA SURABAYA DALAM BERSAING DAN MENINGKATKAN OMSET. Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.

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Abstract

Strategy is a long-term goal of a company, as well as the utilization and allocation of all the resources necessary to achieve those goals. Organization or business has an element of internal and external factors that support the passage of the organization it self . To determine the company or organization's strategy needs to consider these factors include facto - Strengths and weaknesses are internal elements of the company and the opportunities and threats that merukan external elements of the company . It was then known as SWOT analysis . A service company is more inclined to business marketing strategy , how to improve , especially in the areas of marketing strategy then, Therefore in this study used factor analysis to the marketing mix 7P then examined and processed in order to determine the strategy of the company using SWOT analysis . 7P element is Product , Price , Promotion , Place, Process , People and physical evidence . The population in this study is the store leader , supervisor , sales , and 50 respondents from the consumer . The technique of collecting data using In depht interviews . The type of data used is primary data . The analytic technique used in this study is the SWOT matrix of the interviews and literature theory . The results showed that the Gramedia Bookstore Royal Plaza can perform aggressive strategy by performing a variety of initiatives and innovations in the future in order to excel in competition . Weaknesses and threats can be minimized with a learning and evaluation as well as the significant implementation because Gramedia bookstore has an excellent internal forces backed by strong business power management. Keywords : Product , Price , Promotion , Place , Process , People and Physical Evidence , SWOT

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