Analisis Strategi Pemasaran Mengunakan Metode Quantitative Strategic Planning Matrik (QSPM) Studi Kasus : Borneo Project

Penulis

  • Anas Mujahid Universitas Mulawarman
  • Murianai Emelda Isharyani Teknik Industri Universitas Mulawarman
  • Dharma Widada Teknik Industri Universitas Mulawarman

DOI:

https://doi.org/10.26593/jrsi.v7i2.2995.111-118

Abstrak

Borneo Project is a new business in the field of ordering services of various types of clothing. In doing its marketing strategy Borneo Project relies on marketing through friendship, word of mouth from one to another one and using social media as a marketing tool. This has not had a much positive effect on sales in Borneo Project. Therefore it is necessary to analyze the marketing strategy that can be applied in Borneo Project.

Determining the strategy carried out in three stages: an input stage, matching stage, and the stage of the decision. The input stage is done by using Internal Factor Evaluation Matrix (IFE) and External Factor Evaluation Matrix (EFE). In the IFE matrix, obtained a total score of 2.407, while the EFE Matrix obtained score of 2.831. Based on internal and external factor analysis then matching phase with IE Matrix method and SWOT Matrix. The final stage was the decision stage used QSPM method. QSPM is used to evaluate alternative strategies obtained in the SWOT Matrix, then rank them. The first rank is the strategy of applying for credit funds, seeking investors or business joint venture partners and seeking financial assistance from corporate CSR with the acquisition of power score Pull of 5,824. Alternative strategies are prioritized to be applied is to ask a credit fund, seek a joint venture partner and investor or business and are looking for financial aid CSR.

Keywords: Marketing Strategy, Borneo Project, QSPM

Biografi Penulis

Anas Mujahid, Universitas Mulawarman

Teknik Industri Universitas MUlawarman

Murianai Emelda Isharyani, Teknik Industri Universitas Mulawarman

Teknik Industri Universitas MUlawarman

Dharma Widada, Teknik Industri Universitas Mulawarman

Teknik Industri Universitas MUlawarman

Referensi

David, F.R., 2009, Strategic Management: Konsep. Jilid 1, ed. 12, Salemba Empat, Jakarta.

Kolter, P., Keller, K.L., 2009, Manajemen Pemasaran, Jilid 1, Edisi 12, Erlangga, Jakarta.

Mahfud, T. 2017. Aplikasi Metode QSPM (Quantitative Strategic Planning Matrix) Studi Kasus: Strategi Peningkatan Mutu Lulusan Program Studi Tata Boga). ISSN 2580 – 5398. Vol.1 No 1.

Mas’ud E,Imam S.2016. Analisis Strategi Pemasaran menggunakan Metode Quantitative Strategic Planning Matrix (QSPM)(Studi Kasus Di Restoran Waroeng Steak and Shake Cabang Soekarno Hatta, Malang). Vol. 5 No 1: 46-53.

Puspitasari N,. B., Rumita., Rani, Pratama G. Y., 2013. Pemilihan strategi bisnis dengan menggunakan QSPM (quantitative strategic planning matrix) dan model maut (multi attribute utility theory) (studi kasus pada sentra industri gerabah kasongan, Bantul, yogyakarta). Vol VIII, No 3

Purwandari, S., 2015, Analisis Quantitative Strategic Planning Matrix (QSPM) sebagai Landasan Menentukan Strategi Pemasaran Pada SMK Citra Medika Sukoharjo, Jurnal Sainstech Politeknik Indonusa Surakarta, ISSN 2355-5009, Politeknik Indonusa, Surakarta.

Rangkuti, F., 2006, Analisis SWOT Teknik Membedah Kasus Bisnis, Cetakan ke 13, Gramedia Pustaka Utama, Jakarta

Sunyoto., S., 2015, Manajemen Pemasaran Jasa, Caps, yogyakarta.

Suharno., dan Sutarso, Y., 2010, Marketing in Practice, Graha Ilmu, Yogyakarta.

Biro Pusat Statistik, 2018, www.bps.go.id diakses 20 Juli 2018 pukul 14.00.

Kamus Besar Bahasa Indonesia, 2017, www.kbbi.web.id/konfeksi/ diakses 18 Oktober 2017 pukul 14.00.

##submission.downloads##

Diterbitkan

2018-10-31