PERUMUSAN STRATEGI PEMASARAN MENGGUNAKAN METODE QSPM PADA BISNIS SAMBAL NOESANTARA

Clara Amelinda Sugianto, Charly Hongdiyanto

Abstract


The company used to employ strategies to increase the sales of Sambal Noesantara; however, they failed to achieve such an objective. This study aims to determine the results of Maju Jaya Abadi company's strategy formulation using QSPM. This research used a descriptive qualitative method. For Business Development Strategy analysis, this study used EFE and IFE matrix, IE matrix, SWOT matrix and QSPM. The study found that Sambal Noesantara was in a strong position in making use of the power possessed and able to overcome the existing weaknesses the total IFE was 3.1459 whose value was classified as exploiting the existing opportunity level. Meabwgile, the value of EFE coping the threat was 2.7571. IE matrix showed that Sambal Noesantara has used growth and build strategies whose twelve alternative strategies can be used to develop its business

Keywords


Strategy; foodxand beverage; QSPM; SWOT

Full Text:

PDF

References


Afrizal. (2015). Metode Penelitian Kualitatif, Edisi Pertama. Cetakan kedua. RajaGrafindo Persada, Jakarta.

Amirullah. (2015). Manajemen Strategi : Teori, Konsep, Kinerja, Edisi Pertama. Cetakan Pertama. Mitra Wacana Media, Jakarta.

David, F. R. (2011). Strategic Management. New Jersey: Pearson Education, Inc.

David, F. R. (2012). Strategic Management : Manajemen Strategis Konsep. Salemba Empat, Bandung.

Dzulkifli, A. N. (2015). The Analysis of Japanese Restaurant’s Marketing Strategies (Case of Saboten Shokudo Restaurant and Sugoitei Restaurant, Malang). Jurnal Administrasi Bisnis, 20(1).

Hariwijaya, M. (2015). Metodologi dan Penulisan Skripsi, Tesis, dan Desertasi, Cetakan Kedua. Dua Satria Offset, Yogyakarta.


Refbacks

  • There are currently no refbacks.


The Journal is published by The Institute of Research & Community Outreach - Ciputra University.

©All right reserved 2016. Jurnal PERFORMA, ISSN:2527-4635