Azhad, M. Naely (2021) (Laporan Penelitian) ANALISIS SWOT DALAM MERUMUSKAN STRATEGI PEMASARAN KARIJANAN TANGAN DI JEMBER. Technical Report. Universitas Muhammadiyah Jember, JEMBER. (Unpublished)

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This thesis was made with the aim of determining and analyzing the marketing strategy carried by UMKM Tanocraft Tanoker Ledokombo. The research method used is SWOT analysis method using a qualitative approach. Qualitative descriptive analysis is an analysis that is not in the form of numbers, but in the form of a series of information extracted from research results. Therefore, the author must first know how the state of UMKM is and what internal and external factors affect the existing marketing strategies of UMKM. Data collection techniques carried out by researchers are interviews and direct observation og marketing managers. In addition, there are additions and supports from reading books and other sources related to the research title. The data obtained from the results of data collection are then analyzed using SWOT analysis to find out what are the strengths, weakness, oppotinities, and threats of the marketing strategy carried by UMKM. The results of the research indicated by the Cartesian diagram show that UMKM are ini quadran I, which is aggressive with the implementation of Growth Oriented Strategy which is a very favorable situation for UMKM. Which has the power so that it can take advantage of the opportunities that exist. Keywords : SWOT analysis and marketing strategy

Item Type: Monograph (Technical Report)
Subjects: 600 Technology and Applied Science > 650 Business
Divisions: Faculty of Economics > Department of Management (S1)
Depositing User: Drs, M.Si M. Naely Azhad
Date Deposited: 27 Jan 2022 06:30
Last Modified: 27 Jan 2022 06:30
URI: http://repository.unmuhjember.ac.id/id/eprint/12582

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