ANALISIS POSISI BERSAING DAN PENENTUAN STRATEGI BAURAN PEMASARAN UNTUK MENINGKATKAN NILAI PENJUALAN PADA BUDHI AYU SILVER DI CELUK SUKAWATI GIANYAR

I Gede Putra Ariwiguna, Ade Ruly Sumartini

Abstract


ABSTRACT
Budhi Ayu Silver Celuk Sukawati Gianyar implements a marketing mix strategy consisting of activities aimed at planning products, prices, distribution, promotion, people involved in marketing / service activities, physical evidence of services and processes implementation of service. Based on an analysis by Boston Consulting Group, it shown the business position at Budhi Ayu Silver Celuk Sukawati Gianyar is in the cash cows with an average market growth of 1.47% and a relative market share of 1.01X. The results of the SWOT analysis are seen from internal variables that show the strength of the company, with the weighted value of each indicator obtained is 2.90. As for the strength of Budhi Ayu Silver is the indicator of the type of product, product development, price offered, location of the company, service to consumers and store room arrangement, as well as weaknesses in the indicators of distribution channels, promotional activities and consumer facilities. Judging from the external variables with the weighted value of 2.43 the indicator that is available at Budhi Ayu Silver lies in the indicator of the development of tourist visits, Balinese culture, technological development and Bali security while the threats posed by Budhi Ayu Silver include indicators of economic conditions, competing companies and political stability. The strategy that should be applied by Budhi Ayu Silver is a diversification strategy that is oriented towards utilizing the strength of Budhi Ayu Silver to be able to take advantage of long-term opportunities in other products or markets.
Keyword: Marketing Mix Strategy, BCG, SWOT Analysis

Refbacks

  • There are currently no refbacks.