STRATEGI PEMASARAN PRODUK JAMU PADA PERUSAHAAN JAMU BISMA SEHAT KABUPATEN SUKOHARJO

Abstract

ABSTRACT : This study aims to identify the internal factors (strengths and weaknesses) and external factors (opportunities and threats); to find out the position of the company; to formulate strategic alternatives; and priority strategies for the marketing on herbal medicine of Bisma Sehat Company in Sukoharjo Regency. The basic method that is used is descriptive analysis. The data were analyzed by using IFE matrix, EFE Matrix, IE Matrix, SWOT Matrix and Matrix QSP methods. The results showed that the overview position of Bisma Sehat Company based IE matrix which is in V cell is to maintain and sustain. The alternative marketing strategies for Bisma Sehat Company include: Optimizing marketing employees to improve the distribution of the products; Maximizing the promotion track using social media; Building an image of the product by promoting heavily Bisma Sehat towards the superior products; Maintaining and improving the product quality. QSP strategic priorities based on a matrix with the highest score 6.5075 acquisition is to build the image of the products by promoting heavily Bisma Sehat towards the superior products.