ANALISIS DETERMINAN DAYA SAING DAN STRATEGI PEMASARAN PRODUK PROLL TAPE PADA UD. PRIMADONA DI KABUPATEN JEMBER

Abstract

ABSTRACT: This research aims to identify determinants that influence to the competitiveness of products proll tape in Jember Regency, analyze the internal and external factors of marketing proll tape at UD. Primadona, formulating alternatives marketing strategy proll tape at UD. Primadona, and know the priority of marketing strategy proll tape to boost competitiveness. The location of the research at UD. Primadona, Jember Regency. The data used are both the primary data and secondary data. The analysis of the data used Porter's Diamond Model, Matrix IFE, Matrix, EFE, Matrix IE, Matrix SWOT and AHP. The research results obtained from the analysis of the competitiveness by Porter's Diamond Model showed that the condition of each of the major components such as factor conditions, demand factors, industry related and supporting industries as well as competition, structure and corporate strategy and two supporting components, such as the role of Government and the role of chance are interrelated and mutually supportive. The main strength factor of marketing proll tape at UD. Primadona is production continuity guaranteed. The main weakness factor of the marketing proll tape at UD. Primadona is the promotion has not been maximal. The main opportunity factor of marketing proll tape at UD. Primadona is getting a positive response from the society. The main threat factors of marketing proll tape at UD. Primadonna is the quality of the raw materials is sometimes less good. Alternative marketing strategies that come from by SWOT analysis consist of 11 alternative marketing strategies and the priority of a marketing strategy that chosen and can be applied by industry proll tape UD. Primadona is to maintain continuity of production and provide the best service to consumers.

Key Words: AHP, Competitiveness, Marketing Strategy, Proll Tape, SWOT.