Strategi Pemasaran Dalam Meningkatkan Daya Saing Pasar

Abstract

This research aims to find out the strategies carried out on internal and axternal factors at the Rini Fashion Store. To describe marketing strategies that are suitable for business development at the Rini Fashion Store. To find out the marketing strategy carried out by Toko Rini Fashion in facing competition. This research uses qualitative research with a sample of 5 people. Data collection techniques through interviews, direct observation and documentation. Data analysis uses the IFE Matrix, EFE Matrix, IE Matrix, and SWOT Matrix. The results of the IFE Matrix research were 3,754 and the EFE Matrix was 2,964, then continud with the IE Matrix with the research results of Toko Rini Fasion being in quadrant IV, namely being in a growth and build position. The results of research using the SWOT Matrix obtained 11 alternative strategies and from SWOT analysis Cartesian diagram the poin is on the aggressive strategy. The implementation of this strategy is : expanding market share, maximizing capital available to design strategies and present new types of products, strengthening promotions by displaying quality brand advantages and affordable prices.