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Title: | Strategi Pemasaran Produk Mebel Pelaminan dengan Analisis SWOT dan Matrik BCG pada UKM Cinta Perabot (Studi Kasus: UKM Cinta Perabot Produk Mebel Pelaminan Desa Cinta Rakyat Kecamatan Percut Sei Tuan Kabupaten Deli Serdang) |
Other Titles: | Marketing Strategy for Wedding Furniture Products with SWOT Analysis and BCG Matrix in Cinta Furabot UKM (Case Study: UKM Cinta Furniture Products for Wedding Furniture in Cinta Rakyat Village, Percut Sei Tuan District, Deli Serdang Regency) |
Authors: | Siregar, Afri Yudatama |
metadata.dc.contributor.advisor: | Sutrisno Delvika, Yuana |
Keywords: | pengrajin mebel pelaminan;metode swot;matriks bcg;sme;wedding furniture crafts;swot |
Issue Date: | 2022 |
Publisher: | Universitas Medan Area |
Series/Report no.: | NPM;168150078 |
Abstract: | UKM Cinta Perabot merupakan salah satu pengrajin mebel pelaminan yang berlokasi di Desa Cinta Rakyat Kecamatan Percut Sei Tuan Kabupaten Deli Serdang. UKM ini bergerak dibidang industri mebel dengan produk mebel pelaminan. Pengrajin mebel pelaminan harus mengatur strategi pemasaran yang dianggap tepat untuk menghadapi persaingan di pasar serta harus mampu menganalisa dan mengantisipasi perubahan lingkungan, baik secara internal maupun eksternal sehingga mampu menentukan strategi pemasaran yang tepat pada UKM Cinta Perabot. Penelitian ini dilakukan dengan menggunakan metode SWOT dan Matrik BCG. Data yang diperoleh dari wawancara dan kuisioner digunakan untuk melihat variabel-variabel yang menjadi kekuatan, kelemahan, peluang, dan ancaman yang dihadapi UKM Cinta Perabot dan mendapatkan hasil analisa SWOT yaitu sebaiknya UKM Cinta Perabot menerapkan startegi Diversifikasi, strategi pengembangan pasar dan strategi penetrasi pasar tepat guna menghadapi persaingan. Sedangkan pada analisa Matriks BCG (Boston Consulting Group), matriks BCG untuk mengetahui tingkat pertumbuhan pasar dan pangsa pasar relatif, hasil penelitian matriks BCG yaitu berdasarkan perhitungan tingkat pertumbuhan pasar adalah 12,83% dan hasil perhitungan pangsa pasar relatif 0,94 > 1 sehingga berada diposisi quetion mark (tanda tanya), pada posisi ini UKM Cinta Perabot harus memutuskan apakah akan memperkuat dengan menjalankan strategi intensif (pengembangan pasar atau pengembangan produk). Cinta Perabot SME is one of the wedding furniture craftsmen located in Cinta Rakyat Village, Percut Sei Tuan District, Deli Serdang Regency. This SME is in the furniture industry with wedding furniture products. Wedding furniture craftsmen must arrange marketing strategies that are considered appropriate to face competition in the market and must be able to analyze and anticipate environmental changes, both internally and externally so that they can determine the right marketing strategy for Cinta Perabot SME. This research was conducted using the SWOT method and the BCG Matrix. The data obtained from interviews and questionnaires were used to see the variables that were the strengths, weaknesses, opportunities, and threats faced by Cinta Perabot SME and gained the result of a SWOT analysis, namely Cinta Perabot SME should implement a diversification strategy, market development strategy and appropriate market penetration strategy top face competition. While the analysis of the BCG (Boston Consulting Group) Matrix was used to determine the market growth rate and relative market share, the results of the BCG matrix research were based on the calculation of the market growth rate of 12.83 % and the calculation of the relative market share of 0.94 ˃ 1 so that being in a question mark position, Cinta Perabot SME might decide whether to strengthen by implementing an intensive strategy (market development or product development) |
Description: | 89 Halaman |
URI: | http://repository.uma.ac.id/handle/123456789/17076 |
Appears in Collections: | SP - Industrial Engineering |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
168150078 - Afri Yudatama Siregar - Fulltext.pdf | Cover, Abstract, Chapter I, II, III, V, Bibliography | 1.05 MB | Adobe PDF | View/Open |
168150078 - Afri Yudatama Siregar - Chapter IV.pdf Restricted Access | Chapter IV | 628.87 kB | Adobe PDF | View/Open Request a copy |
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