STRATEGI PEMASARAN DALAM MENINGKATKAN VOLUME PENJUALAN KECAP MANIS DI PT. LOMBOK GANDARIA KABUPATEN KARANGANYAR

Abstract

Abstract: The purpose of this research is to know the pattern of sweet soy marketing, to identify the internal and external factors, to formulate alternative strategy, and to determine the priority of strategy to increase the sales volume of sweet soy sauce. The basic method of descriptive research, the type of data used primary and secondary. Data analysis used is IFE Matrix, EFE Matrix, SWOT Matrix, and QSPM Matrix. The results showed that PT. Lombok Gandaria has an alternative strategy that corresponds to position I (Agressive). The results of this strategy are as follows: (a) Improving the quality of product management, (b) Improving technological capabilities to reach wider markets, and (c) Expanding market share to increase sales volume. The highest strategic priority that can be applied in marketing sweet soy sauce Lombok Gandaria based on QSPM Matrix analysis is to improve the quality of product management with the value of STAS 5,325.

Keywords : Sweet Ketchup, Strategy, SWOT, QSPM