Analisa Strategi Pemasaran Produk Kosmetik Wardah dengan Pendekatan SWOT-AHP (Analytic Hierarchy Process)

Prakoso, Anugerah Bimo (2017) Analisa Strategi Pemasaran Produk Kosmetik Wardah dengan Pendekatan SWOT-AHP (Analytic Hierarchy Process). Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Saat ini perkembangan industri kosmetik di Indonesia berkembang pesat. Potensi-potensi dalam industri kosmetik menimbulkan timbulnya persaingan dalam industri tersebut. Agar perusahaan dapat bertahan diperlukan strategi pemasaran yang baik guna memanfaatkan potensi tersebut. Untuk dapat melakukan hal tersebut perusahaan harus mengetahui kondisi internal dan eksternal perusahaan yang dapat mempengaruhi strategi pemasaran tersebut. Analisa SWOT (strength, weakness, opportunity, threat) adalah alat perencanaan strategis yang cocok untuk digunakan untuk mengetahui faktor-faktor tersebut. Metode AHP (analitic hierarchy process) digunakan untuk menentukan penting atau tidaknya sebuah faktor dalam SWOT. Penelitian ini menggunakan analisa SWOT-AHP untuk menentukan tingkat kepentingan faktor-faktor yang mempengaruhi strategi pemasaran perusahaan. Objek penelitian ini adalah kosmetik Wardah, yang saat ini merupakan satu-satunya kosmetik halal di Indonesia. Terdapat dua strategi alternatif in house dan outsourcing Hasil penelitian yang diperoleh adalah alternatif in house atau strategi pemasaran yang sudah dilakukan oleh kosmetik Wardah. In house juga terbukti efektif diterapkan di perusahaan kosmetik.
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Currently the development of the cosmetics industry in Indonesia is
growing rapidly. Potentials in the cosmetic industry lead to the emergence of
competition in the industry. So that the company can survive a good marketing
strategy is needed to exploit this potential. To be able to do that companies need
to know the internal and external conditions that may affect the marketing
strategy. SWOT (strength, weakness, opportunity, threat) analysis is a strategic
planning tool that is suitable for use to determine these factors. AHP (Analytic
Hierarchy Process) is used to determine whether the factor in SWOT is important
or not. This study uses SWOT-AHP analysis to determine the level of importance
the factors that affect the company's marketing strategy. The object of this study is
a cosmetic Wardah, which currently is the only one halal cosmetic product in
Indonesia.There are two alternatives strategies which offered on this research, in
house strategy and outsource strategy. in the end, this research's result is that
Wardah's current strategy, that is in house strategy, is effective enough than outsourcing strategy that offered.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Industri Kosmetik, SWOT (Strength, Weakness, Opportunity, Threat), AHP (Analitic Hierarchy Process), SWOT-AHP
Subjects:	H Social Sciences > HF Commerce > HF5549.2 Personel Management
Divisions:	Faculty of Industrial Technology > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	- ANUGERAH BIMO PRAKOSO
Date Deposited:	10 Apr 2017 07:46
Last Modified:	27 Dec 2017 08:26
URI:	http://repository.its.ac.id/id/eprint/3199

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