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Analisis Strategi Bersaing Ukm Griya Karya Tiara Kusuma Penghasil Batik Seru Mangrove Di Surabaya Menggunakan Pendekatan Profile Ukm, Efi, Dan Komunikasi Pemasaran Terpadu

Faruq, Abdullah (2014) Analisis Strategi Bersaing Ukm Griya Karya Tiara Kusuma Penghasil Batik Seru Mangrove Di Surabaya Menggunakan Pendekatan Profile Ukm, Efi, Dan Komunikasi Pemasaran Terpadu. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

This study aims to analyze the profile of SMEs, the power of internal factors, IFE, strategy compete in SMEs batik Seru Mangrove Surabaya and giving advice to SMEs relating of the research at this time. This research is qualitative research that uses a Profile of SMEs, Evaluation of Internal Factors (IFE), Integrated Marketing Communication, and competitive strategy. The data were obtained through survey technique by interview to SMEs that produce batik Seru Mangrove in Rungkut, Surabaya, East Java. The analysis showed that 11 internal strength which contribute to the company's internal valuation is very good category, SMEs have not implemented all of the tools in integrated marketing communications strategy and not all of the tools in this theory is suitable for SMEs, competitive strategy performed reasonably well but needs to be developed in order to obtain a larger market share. Based on the research findings, recommends to maximizing integrated marketing communications media, such as the promotion of the selling, using the internet in the process of buying and selling, advertising, using the salesperson (sales promotion), SMEs must be able to understand the market demand with product development strategy, while still maintaining the uniqueness of the product, to monitor the quality of human resources it be more self-sustaining and understand the cycle life of the product. Keywords : Internal Factors Evaluation, Integrated Marketing Communication, Competitive Strategy

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Magang Magang
Date Deposited: 13 Nov 2019 08:03
Last Modified: 13 Nov 2019 08:03
URI: http://eprints.perbanas.ac.id/id/eprint/5492

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