ANALISIS STRATEGI PEMASARAN DALAM MENINGKATKAN PENJUALAN PADA TOKO PLASTIK AL-BAROKAH BAUBAU

Abstract

This research aims to determine and analyze how the marketing strategy used at Al-Barokah Baubau Plastic Shop. In increasing sales. The method of determining the sample is done by using a purposive interview method by analyzing the marketing mix strategy (product, price, place, promotion) that has been used by the store. This research is not only analyzed using qualitative descriptive analysis but also using SWOT analysis (Strength, Weakness, Opportunity, Threat). SWOT analysis is an analysis used to evaluate opportunities and threats in the external environment as well as the strengths and weaknesses of the company's internal environment. Based on the results of the study using the SWOT analysis, the IFAS score 3 shows a strong internal position and an EFAS score of 2.32 shows that the company responds to opportunities in an extraordinary way and avoids threats in its industrial market. The Cartesian diagram shows the company's position in an aggressive state, which is very profitable for the company. In the IE Matrix according to the results of IFAS and EFAS calculations the IFAS value is 3 and the score for the EFAS results is 2.32. If converted into the IE Matrix Table image, it is located in box 2, where the result is that the company enters the growth phase which concentrates through horizontal integration. The marketing strategy used by the company to increase sales is to further expand market share by taking advantage of the company's strength and opportunities to increase sales.