PEMILIHAN STRATEGI PEMASARAN CV NEKA TOYS DALAM RANGKA MENINGKATKAN PENJUALAN DENGAN PENDEKATAN QSPM

Rianti, Ririn Agna (2016) PEMILIHAN STRATEGI PEMASARAN CV NEKA TOYS DALAM RANGKA MENINGKATKAN PENJUALAN DENGAN PENDEKATAN QSPM. Diploma thesis, Politeknik STMI Jakarta.

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Abstract

This piece of research is about analyses of determining marketing strategy using SWOT approach and QSPM for prioritizing strategies. The reason for choosing this reseach is to solve the problems facing by CV Neka Toys that producing toys made of woods. The toys actually made for kids in the earlyage education. So the toys characterized by education for kids. The problem for the CV Neka Toys basically is sales that is not significally increasing, so that the profit has not increased well. That is why the CV Neka Toys has to adopt marketing strategy that is fit to the business. CV Neka Toys has several strengths, weaknesess, opportunities and threats. The strengths are having wide market, a competitive price, a good quality control, a good performance management, having a national quality standard and a good relation with suppliers. However it has also weaknesess of family ownership, lack of capital and skilled labors, lack of promotion and a problem of production lines. The opprortunities of the CV Neka Toys are having a big market segment, child education is growing rapidly, better government facilities, and supporting from parents for child education. The other sides there many threats from outsides such as: new competitors, toys import, price of raw material increases, developing internets games and technology. By using SWOT analyses we can find out strategies for marketing the products, and by using QSPM we can also prioritize the strategies of marketing. The prioritized strategies, in order, are: widening markets, focusing on early age children, increasing product quality, keep a good realation to customers, product diversification, increasing a design quality, increasing promotion, traning for design, cost efficiency, building labors to be more responsible, looking for alternative financiing, applying book keeping software, applying a price discrimination improving production lines.

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