Strategi pengembangan pemasaran pada Asosiasi Pengelola dan Pemberdayaan Sanitasi Indonesia (APPSANI)

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. ============================================================================================== 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: https://repository.its.ac.id/id/eprint/71729

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