Analisis Lingkungan Pemasaran Dalam Rangka Perencanaan Strategi Pemasaran Pada Industri Roti Di Kejapanan Kabupaten Pasuruan

Prasetyo, Vany Bayu Eko (2015) Analisis Lingkungan Pemasaran Dalam Rangka Perencanaan Strategi Pemasaran Pada Industri Roti Di Kejapanan Kabupaten Pasuruan. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

This study aims to analyze the internal factors (strengths and weaknesses) and external which becomes (opportunities and threats) for industrial bread in Kejapanan. Based on the analysis of internal and external, will be formulated what alternative strategies which appropriate for use by industrial bread in Kejapanan. The study design that used in this study is the type of survey research, there are two population in this study were all employees who are in industrial bread in Kejapanan, and the costumers in industrial bread in Kejapanan. Type of data in this study are primary and secondary data that obtained from questionnaires and interviews, as well as from BPS District Pasuruan. Based on the research results can be seen that the segmentation for industrial bread in Kejapanan using STP analysis are demographic and psychographic segmentation. The results of the SWOT analysis, alternative strategies that used was SO strategy with utilizing the company's internal strengths to seize the opportunities that exist.

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