scholarly journals Explaining the Marketing Strategies of Knowledge-based Corporations in Northwest of Iran Using SWOT Analysis

2020 ◽  
Vol 13 ◽  
pp. 49-64
Author(s):  
Maryam Mohammadi Moghaddam ◽  
Majid Yahyavi Ghasem Gheshlaghi ◽  
Zahra Pouramini ◽  
Alireza Hamidzadeh Arbabi
Keyword(s):  
Marketing Strategy ◽  
Swot Analysis ◽  
Qualitative Interviews ◽  
Simple Random Sampling ◽  
Marketing Strategies ◽  
Business World ◽  
Knowledge Based ◽  
Coding Method ◽  
Swot Matrix ◽  
Northwest Of Iran

In today’s business world, due to the constant changes and complexity of the situation in different fields, managers need to adopt marketing strategies to achieve competitive advantage and pioneer their target markets. One of the most effective approaches to formulation is the SWOT approach. The purpose of this study was to investigate the marketing strategy of knowledge-based companies in the northwest of the country and to create a SWOT matrix using a mixed research method to select the best marketing strategy. The statistical community in the qualitative section consisted of 30 managers, experts, consultants and support and related units in the surveyed companies. Participants in the quantitative section were also 100 persons, 80 of whom were selected according to Morgan table by simple random sampling. The data collection tools were qualitative interviews, focal interviews and quantitative questionnaires. The coding method, hierarchical analysis method was used for data analysis. The results of the focal interviews showed that 5 points were put into perspective. The results of Question 2 and 3, respectively, indicated that the threat of opportunity was greater and the strength of the weakness was higher, reflecting the position of companies in the home of competitive strategy (ST).

scholarly journals ANALISIS STRATEGI PEMASARAN KAIN BATIK BESUREK DI KOTA BENGKULU

2018 ◽  
Vol 6 (2) ◽  
Author(s):  
Sri Handayani ◽  
Siti Hanila ◽  
Mimi Kurnia Nengsih
Keyword(s):  
Marketing Strategy ◽  
Small Businesses ◽  
Swot Analysis ◽  
Marketing Strategies ◽  
Effective Strategy ◽  
Analysis Method ◽  
Strategy Formulation ◽  
Literature Study ◽  
Swot Matrix ◽  
Collection Methods

This study aims to determine the marketing strategy for batik products Besurek in Bengkulu city. And which strategy is best in determining the marketing of batik cloth of Besurek in Bengkulu city. Data collection methods used are literature study method and questionnaire by distributing the list to the respondents. The sample in this study is the assumption of an effective strategy to maximize the strengths and opportunities of small businesses and to minimize weaknesses and threats.Analysis method used in this research is SWOT analysis method (Strength, Weaknesses, Opportunity, Threats). The data obtained from the results of the study will be analyzed strength, weakness, opportunities and amcamannya to the implementation of corporate marketing strategies in order to increase interest buyers batik cloth besurek. To determine the formulation of future marketing strategies, a merger of marketing strategy formulation is linked through the SWOT matrix.

scholarly journals Analisa SWOT dan STP (Segmentasi, Tertarget, Posisi) terhadap Strategi Pemasaran Digital pada Usaha Mikro – Bunda Culinary

2021 ◽  
Vol 7 (2) ◽  
pp. 127-138
Author(s):  
Henky Hendrawan
Keyword(s):  
Relationship Marketing ◽  
Word Of Mouth ◽  
Swot Analysis ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Business World ◽  
B2b Marketing ◽  
Or Team ◽  
Descriptive Survey

The change of conventional marketing to digital marketing has an impact on the business world, including micro businesses. So that a certain strategy is needed in dealing with digital marketing. SWOT analysis and STP analysis among several other analyzes that can be used to determine a marketing strategy. The purpose of this study is to find an overview of the use of SWOT analysis and STP analysis implemented in micro enterprises, namely 'Bunda Culinary'. SWOT analysis and STP analysis are used in order to see what digital marketing strategies are being pursued by the micro entrepreneur 'Bunda Culinary'. The research method used is a descriptive survey. Data collection techniques in this study were observation and interviews. The results obtained are strategies for digital marketing that are carried out only on the pattern of Relationship Marketing, Word of mouth Marketing, Seasonal Marketing, and Social Media Marketing. Meanwhile, the development towards B2B Marketing and B2C Marketing has not been carried out. And there is also no specific personal or team handling digital marketing.

scholarly journals STRATEGI PEMASARAN USAHA BUNATY DENGAN MODEL 7C DAN PENERAPANNYA PADA BUSINESS MODEL CANVAS

2020 ◽  
Vol 3 (1) ◽  
pp. 487-502
Author(s):  
Parmila Khansa ◽  
Keyword(s):  
Marketing Strategy ◽  
Business Model ◽  
Swot Analysis ◽  
Natural Antioxidants ◽  
Marketing Strategies ◽  
The Body ◽  
External Factors ◽  
Fruit Peel ◽  
Business Model Canvas ◽  
Dragon Fruit

This research is about marketing strategies for Bunaty's ready to drink beverage business which is derived from dragon fruit peel with strawberry popping boba innovation. Dragon fruit peels in Bunaty products contain natural antioxidants that can nourish the body. The purpose of this study is to analyze the conditions of the internal environment and external environmental conditions, identify marketing strategies with the 7C model to improve the efficiency of marketing functions and be able to deal with competitors outside, and analyze the application of the business model of the canvas in the Bunaty business. The analytical method used is IFAS and EFAS, SWOT analysis, marketing strategy of 7C model, and business model canvas. The results of this study are the results of the calculation of internal factors obtained a total score of 2.64, where this value indicates strength in the internal position that can overcome weaknesses. The results of the analysis of external factors in the matrix get a total score of 3.26, where this value shows the opportunities for external factors that can minimize threats. To face competition in the alternative business strategy market through a SWOT matrix that is incorporated into the marketing strategy of the 7C model and applied to the business model canvas by the company. Keywords: business model canvas, dragonskin, marketing 7C model, ready to drink beverages, SWOT analysis.

scholarly journals Pemetaan Pasar Dan Strategi Pemasaran Secara Islami Bagi Usaha Mikro Kecil Dan Menengah

2019 ◽  
Vol 15 (2) ◽  
pp. 337-354
Author(s):  
Feti Fatimah ◽  
Mega Wahyu Rhamadanita ◽  
Mohammad Sofianto
Keyword(s):  
Product Development ◽  
Environmental Change ◽  
Marketing Strategy ◽  
Product Quality ◽  
Marketing Strategies ◽  
Growth Strategy ◽  
Matrix Analysis ◽  
Market Penetration ◽  
Enterprise Development ◽  
Swot Matrix

The success of a strategy that has been established largely determined by how much the level of conformity of these strategies with environmental change, competition, as well as the situation of the company. Formulation of the problem in this research is how the mapping market and Islamic marketing strategies in the UMKM business field for Crafts in Jember Regency Balung. The location of this research in Jember Regency Balung. The results of his research is the result of matric Internal External SMEC was at quadrant V which means having Stability/growth strategy to develop future will come. the Islamic Marketing strategies can consist of applying a strategy of maintaining and sustaining, market penetration and product development. SWOT matrix analysis of the SMEC is a Islamic marketing strategy that is in S-O Strategies where this strategy consists of Utilizing Government programmes relating to enterprise development, Developing product quality and Expand market

scholarly journals MARKETING STRATEGY OF CHICKEN EGG ON NRPS SHOP IN TANAH DATAR

2019 ◽  
Vol 7 (1) ◽  
pp. 67-78
Author(s):  
Vivi Nila Sari ◽  
Marta Widian Sari ◽  
Yosi Yulia ◽  
Ratma Helmi Wati
Keyword(s):  
Marketing Strategy ◽  
Swot Analysis ◽  
Analysis Data ◽  
Marketing Strategies ◽  
Market Development ◽  
Sales Volume ◽  
Analysis Method ◽  
Good Service ◽  
Independent Variable ◽  
Collection Methods

This study aims to determine the use of marketing strategies that will increase sales volume. This research consists of one independent variable that is Marketing Strategy and one Dependent Variable that is Sales Volume. The analysis method used is SWOT Analysis. Data collection methods in this study is to use interviews on Kiosk owners N.R.P.S. The results of SWOT analysis in this study indicate that SO strategy on Kiosk N.R.P.S is Do concentrated growth on human resources and open special training place, Do market development and Add chicken coop unit and employees. The WO Strategy at Kiosk N.R.P.S is Innovating in technology, innovating in promotions and focusing more on the division of labor. ST strategy at Kiosk N.R.P.S is to innovate the product, keep stabilizing the price and provide good service. WT Strategy on Kiosk N.R.P.S is Aggressive in Promotion and Perform monthly recording. Keywords : Marketing Strategy and Sales Volume.

scholarly journals Strategies for Marketing Djuanda Forest Park in the Effort to Increase the Number of Visitors

2021 ◽  
Vol 7 (1) ◽  
pp. 145
Author(s):  
Ratu Ratna Mulyati Karsiwi ◽  
Nurlena Nurlena
Keyword(s):  
Product Development ◽  
Swot Analysis ◽  
External Environment ◽  
Marketing Strategies ◽  
Market Penetration ◽  
Tourist Destination ◽  
Forest Park ◽  
Swot Matrix ◽  
Strategic Position ◽  
Internal And External Factors

Djuanda Forest Park as a conservation forest has great potential as a tourist destination because there are a lot of attractions in one area. Nevertheless, the number of domestic and foreign visitors in several months is still low. Therefore, this study was aimed at determining and analyzing the internal and external environment of Djuanda Forest Park as well as formulating the marketing strategies to increase the number of visitors. This study first set the internal and external factors and formulated the SWOT Matrix. The analysis results based on the internal-external analysis suggested that the strategic position of the forest park lies in cell V (five) by which the applied strategies are to hold and maintain through the market penetration and product development. The SWOT analysis generates several strategies that can be grouped into market penetration and product development

SWOT ANALYSIS AS A BASIC STRATEGY TO IMPROVE COMPETITIVENESS IN ANUGRAH SUKABUMI HOTEL

2020 ◽  
Author(s):  
endang naryono
Keyword(s):  
Data Collection ◽  
Marketing Strategy ◽  
Research Method ◽  
Swot Analysis ◽  
Secondary Data ◽  
Marketing Strategies ◽  
Primary Data ◽  
Research Subjects ◽  
Descriptive Research ◽  
Answering Questions

This study aims to determine and analyze the analysis using SWOT analysis which includes Strengths, Weakness, Opportunities, Threats as one of the strategies to improve competitiveness in Anugrah Hotel Sukabumi. This research is a type of associative descriptive research using primary data that is collecting data for hypothesis testing and answering questions from research subjects by collecting through a list of questions with survey research instruments. This research uses triangulation method. The population in this study is Anugrah Hotel Sukabumi. The data used are primary and secondary data. Data collection techniques in this study were carried out through interviews and observations. The research method used is a descriptive qualitative analysis research method.The results of the study show that currently Anugrah Hotel Sukabumi has not fully utilized the opportunities available. The strategy implemented by Anugrah Hotel Sukabumi has not yet fully used a good marketing strategy, for that Anugrah Hotel Sukabumi must implement a suitable strategy to use in optimizing its competitiveness by managing hotels by evaluating and implementing the strategies that must be achieved. By improving marketing strategies and increasing hotel facilities so as to provide satisfaction and desire for patients in Anugrah Hotel Sukabumi.

scholarly journals MARKETING STRATEGY ANALYSIS USING THE METHOD SWOT AND QSPM IN INDUSTRIAL SCREEN PRINTING INDUSTRIES

2021 ◽  
Vol 1 (01) ◽  
pp. 12
Author(s):  
Septiyan Adi Saputro ◽  
Eli Mas'idah ◽  
Andre Sugiyono
Keyword(s):  
Marketing Strategy ◽  
Screen Printing ◽  
Swot Analysis ◽  
External Factor ◽  
Marketing Strategies ◽  
Grand Strategy ◽  
Matrix Analysis ◽  
Online Systems ◽  
Factor Evaluation ◽  
A Company

Omah Sablon is a company engaged in screen printing. As a company engaged in screen printing, Omah Sablon must be more creative in designing and deciding business missions and marketing strategies that will be applied in the field to be able to anticipate various kinds of changes that will occur. Companies can continue to compete and move in the direction of consumer desires, because basically the company's function is to produce goods and services that can be accepted by consumers as well as to meet consumer desires. The number of sales that have not been stable causes the profits obtained by the company to not reach the target as desired by the company. That is because the production or ordering process from omah screen printing consumers occurs seasonally. Therefore it is necessary to analyze the marketing strategy to increase sales results. In the analysis of marketing strategies Omah Sablon is carried out using the Strength Weakness Opportunity Threats (SWOT) and Quantitative Strategic Planning Matrix (QSPM) methods. The first step is filling out internal and external factor questionnaires which are then analyzed using the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices, with values of IFE 2.69 and EFE 2.31, which are entered into the Grand Strategy matrix and known to the company located in quadrant I (has a perfect strategic position). Furthermore SWOT analysis to produce alternative strategies. Then from the Grand Strategy matrix analysis can draw conclusions to use the most interesting strategy to be analyzed using QSPM. Then from the results of the QSPM matrix it can be concluded that the most appropriate marketing strategy used by Omah Sablon to increase sales is Procurement of QC systems in the production process as a guarantor of product quality, Carrying out marketing programs with canvassing systems and also online systems in downtown Ungaran and providing fast service. and easy and add product variants.

scholarly journals SHOEMAKER COACHING IN CAMPAKAMULYA VILLAGE (SME PARTNER: SOPIAN)

ICCD ◽  
2018 ◽  
Vol 1 (1) ◽  
pp. 249-256
Author(s):  
Sambudi Hamali ◽  
Teddy Indira Budiwan ◽  
Taufik Taufik
Keyword(s):  
Marketing Strategy ◽  
Community Service ◽  
Swot Analysis ◽  
Business Development ◽  
Marketing Strategies ◽  
Increasing Knowledge ◽  
Future Business ◽  
Usual Problem

Sopian, a shoemaker, is one of several shoemakers in Campakamulya village, Cimaung District, Bandung Regency. The usual problem found is lack of funding to expand the business and difficulties in marketing the products. The purpose of this activity is to give the knowledge, training, and coaching on SWOT analysis (Strengths-Weaknesses-Opportunities-Threats) and marketing strategies. The target of this community service is expected to give the best understanding and plan for future business development and getting funding by reorganizing and expanding the marketplace. The result shown is Sopian’s increasing knowledge of SWOT analysis and marketing strategy, sales increased and increased assets that have a gallery.

scholarly journals Strategi Pemasaran Dalam Meningkatkan Penjualan Sepatu Pada Home Industry Yap Yek Di Kota Bukittinggi

2021 ◽  
Vol 6 (01) ◽  
pp. 47-55
Author(s):  
Nurfitriyenni Nurfitriyenni
Keyword(s):  
Marketing Strategy ◽  
Product Quality ◽  
Swot Analysis ◽  
External Factors ◽  
Total Weight ◽  
Weight Score ◽  
Holiday Season ◽  
Swot Matrix ◽  
Table Analysis ◽  
Score Table

The purpose of this study was to determine the chosen marketing strategy in increasing shoe sales at Yap Yek Home Industry in Bukittinggi. Technical analysis of data using the SWOT method, namely analysis of the factors of strength (strength), as well as knowing weaknesses. Meanwhile, analysis of external factors must be able to determine the opportunity (opportunity), and also know the threat (treat) by filling out a questionnaire. After that, these factors are analyzed using the IFE matrix, EFE matrix, SWOT matrix, and weight-score table analysis.   Based on the results of the study, it can be concluded that the marketing strategy used by Yap Yek's home industry with the highest total weight score on the Strenghts-Opportunities (S-O) strategy is 3.87. By optimizing the strength to take advantage of existing opportunities. Namely maintaining and improving product quality to attract new customers and retain existing customers, making constant innovations in products, especially in design and color to attract more consumers to use shoe products, maximizing marketing of owned leather shoe products, especially during the holiday season, following every major events and events such as the exhibition of industrial products by providing a bigger discount.   Keywords: Marketing Strategy, Sales, SWOT Analysis.

Sign in / Sign up

Export Citation Format

Share Document