STRATEGI PEMASARAN BEPANG MENGGUNAKAN KOMBINASI METODE SWOT AHP DI INDUSTRI BEPANG UD. CAP BUNGA
Main Article Content
Trade (UD) Cap Bunga an industry houselhold products unlike bepang located in pelaihari sout Kalimantan. Research purpose analyze what factors most affect planning marketing strategies bepang internally and externally. Determine marketing strategies bepang uses the training ahp by the application of expert choice 2000. Methods used is the methods of Analysis Strengh, Weaknes, Opportunities, Threat ( SWOT) and Anaytic Hirerarchy Proces (AHP). The results of marketing strategies factors influencing the bepang is. Power (Strengh) bepang products quality product using the resulting 4,66 and industry bepang obtain certificates/business licensing letter 4,33 produced by the. Weaknes (weaknes) bepang use simple product packaging and the products of the 2,66 bepang not easlily repaired by 1,66 score.Opportunities (opportunities) product bepang easy marketed the score by which produced 4,66 and products bepang competitive with other products the score the was produced 4,66.Threat (threat) in marketing not promote a printing press and electronic media the score that was produced 2,66 and is a product similar with score that was produced 3. Alternative marketing strategy using the method of analysis of SWOT AHP is to maintain quality material so that the certificate/letter of bussiness permission to make bepang product UD. Cap Bunga easy to market and qualite competitive with ather products.
David, F.R. 2004. Strategic Management: Cases. Pearson Prentice Hall.
Kahraman C, Demirel NC, dan Demirel T. 2007. Prioritization of e-Government strategies using a SWOT-AHP analysis: the case of Turkey . European Journal of Information Systems.Vol. 16, 284–298.
Osuna, Edgar Elias dan Aranda, Alvaro., 2007. Combining SWOT And AHP Techniques For Strategic Planning. Economic journal. Instituto deEstudios Superiores de Administración (IESA) Avenida IESA, San Bernardino,Caracas – Venezuela.
Susila, W.R., Ernawati, M., 2007, Penggunaan Analytical Hierarchy Process untuk penyusunan prioritas penelitian, Jurnal Informatika Pertanian, Vol. 16 No.2, Surabaya.
Whleen , T. L., & Hunger, J.D.,2012 Strategic Manajement And Bussness Policy Toward Global Sustaiainibility, International Edition. Edisi ketiga belas. Pearson Edocation, Inc. Upper Saddle River, New Jersey, USA.