Perumusan Strategi Pemasaran Bisnis Produk MLZ

Nur, Abdurrohim (2024) Perumusan Strategi Pemasaran Bisnis Produk MLZ. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Produk MLZ, sebuah merek yang menghadirkan berbagai varian kurma, kismis, dan kacang khas Arab, telah mengukir sejarah hampir 11 tahun dan saat ini hanya tersedia di Outlet LA. Dalam beberapa tahun terakhir, persaingan di industri yang menawarkan produk serupa semakin meningkat, mendorong Produk MLZ untuk terus meningkatkan strategi pemasaran guna mempertahankan dan meningkatkan posisinya. Meskipun telah berusia sebentar, Produk MLZ belum menemukan strategi pemasaran yang sesuai dengan dinamika perusahaan dan perubahan pasar yang terjadi. Oleh karena itu, penelitian ini bertujuan merumuskan strategi pemasaran yang relevan untuk menghadapi persaingan bisnis. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan melakukan wawancara dan menyebarkan kuesioner langsung kepada responden yang dipilih sesuai dengan kebutuhan penelitian, baik dari sumber internal maupun eksternal. Proses analisis dilakukan melalui serangkaian tahapan, termasuk pengumpulan data dengan matriks IFE, EFE, dan CPM, serta tahap pencocokan menggunakan matriks IE dan SWOT. Selanjutnya, pengambilan keputusan dilakukan dengan matriks QSPM. Hasil analisis strategi menunjukkan bahwa posisi Produk MLZ berada di kuadran 1 dengan pendekatan strategi yang agresif. Strategi yang dipilih adalah meningkatkan nilai tambah MLZ, terutama dengan fokus pada peningkatan penjualan di lima lokasi outlet LA yang dianggap strategis. Perumusan strategi ini diarahkan melalui kerangka kerja logis untuk jangka pendek dan jangka panjang. Kesimpulan dari analisis strategi menunjukkan bahwa pendekatan agresif ini diharapkan dapat memperkuat posisi Produk MLZ dalam menghadapi persaingan bisnis yang semakin intens.
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The MLZ product, a brand offering various variants of dates, raisins, and Arab specialty nuts, has established a history for nearly 11 years and is currently only available at Outlet LA. In recent years, competition in the industry offering similar products has been increasing, prompting MLZ products to continuously enhance marketing strategies to maintain and improve their position. Despite its relatively short existence, MLZ products have not yet found a marketing strategy that aligns with the dynamics of the company and the changes in the market. Therefore, this research aims to formulate relevant marketing strategies to face business competition.The research method employed is qualitative descriptive, involving interviews and direct questionnaires to selected respondents based on the research needs, both internal and external sources. The analysis process is carried out through a series of stages, including data collection using IFE, EFE, and CPM matrices, as well as matching stages using IE and SWOT matrices. Subsequently, decision-making is conducted using the QSPM matrix. The results of the strategy analysis indicate that the position of MLZ products is in quadrant 1 with an aggressive strategy approach. The chosen strategy is to enhance the added value of MLZ, particularly focusing on increasing sales in five strategically considered outlets in LA. The implementation of this strategy is directed through a logical framework for both short-term and long-term perspectives. The conclusion from the strategy analysis indicates that this aggressive approach is expected to strengthen the position of MLZ products in facing the increasingly intense business competition.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Strategi Pemasaran, Matriks IFE EFE, CPM, Matriks IE dan SWOT, Matriks QSPM; Marketing Strategy, IFE and EFE Matrix, CPM, IE and SWOT Matrix, QSPM Matrix
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Abdurrohim Nur
Date Deposited:	12 Feb 2024 03:44
Last Modified:	12 Feb 2024 03:44
URI:	http://repository.its.ac.id/id/eprint/106869

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