Burhanuddin, Rabbani (2015) Strategi pengembangan pemasaran pada Asosiasi Pengelola dan Pemberdayaan Sanitasi Indonesia (APPSANI). Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Asosiasi Pengelola dan Pemberdayaan Sanitasi Indonesia merupakan
organisasi yang dibuat oleh World Bank untuk membenahi sistem sanitasi di
Indonesia. Organisasi tersebut merupakan salah satu cara pemerintah dalam
mewujudkan tujuan pembangunan milinium atau Millenium Development Goals
(MDGs). Saat ini dalam meningkatkan tingkat penjualan produk sanitasi dan
pemberian info produk, APPSANI belum memiliki strategi pemasaran yang jelas.
Sehingga pembenahan sistem sanitasi belum mempunyai kemajuan signifikan.
Tujuan penelitian ini adalah untuk mengidentifikasi dan menganalisis kondisi
internal dan eksternal pemasaran, menyusun strategi pemasaran usaha sanitasi
berdasarkan kondisi internal dan eksternal serta membuat rekomendasi strategi untuk
perbaikan pemasaran. Dalam mencapai tujuan tersebut dilakukan dengan
menggunakan metode Evaluasi Faktor Internal, Evaluasi Faktor Eksternal, matriks
Internal Eksternal Threats Opportunities Weaknesses Strenghts Matrix dan analisis
Quantitative Strategic Planning Matrix. Hasil penelitian menunjukkan kondisi
internal pemasaran pada APPSANI memiliki 8 kekuatan dan 5 kelemahan dan
kondisi eksternal memiliki 6 peluang dan 4 ancaman. Melalui analisis QSPM,
terdapat 8 strategi yang memiliki nilai paling tinggi yang bisa diaplikasikan untuk
perbaikan dan peningkatan pemasaran pada APPSANI.
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Asosiasi Pengelola dan Pemberdayaan Sanitasi Indonesia (APPSANI) is
organization to improve the sanitation system in Indonesia. The organization is
government tool to realize the Millennium Development Goals (MDGs). Currently in
increasing the level of sales of sanitary products and provisioning product
information, APPSANI has not have a clear strategy. So there are still many areas
that do not have significant progress in sanitation systems improvement.
The purpose of this study were to identify and analyze the internal and
external conditions of marketing, to develop marketing strategy by internal and
external conditions, and to make recommendations for improving marketing strategy.
These objectives is achieved by using the method of analysis of the Internal Factor
Evaluation and External Factor Evaluation as well as Internal External matrix to
determine the right strategy for marketing. Threats Opportunities Weaknesses
Strenghts Matrix and Quantitative Strategic Planning Matrix analysis are also used to
create alternative strategies and choose the best strategy that can be used to repair a
marketing. The results showed that the internal conditions marketing in APPSANI
has 8 strengths and 5 weaknesses, and external conditions have 6 opportunities and 4
threats. Through QSPM analysis, there are eight strategies that have the highest
scores that can be applied to the improvement and enhancement of marketing efforts
on APPSANI.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | RSMB 658.8 Rab s |
| Uncontrolled Keywords: | Strategi, Pemasaran, Matriks IE, TOWS Matrix, QSPM |
| Subjects: | H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing |
| Divisions: | Faculty of Industrial Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | - Taufiq Rahmanu |
| Date Deposited: | 13 Nov 2019 02:00 |
| Last Modified: | 13 Nov 2019 02:00 |
| URI: | http://repository.its.ac.id/id/eprint/71729 |
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