?url_ver=Z39.88-2004&rft_id=1514051039&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=Strategi+Pemasaran+Cake+Lampung+Banana+Foster+Di+Bandar+Lampung%0D%0A%0D%0A(Studi+Kasus+di+PT.+Lampung+Sukses+Bersama)&rft.creator=MIDAHTUL+USROH%2C+1514051039&rft.subject=630+Pertanian+dan+teknologi+yang+berkaitan&rft.description=Penelitian+ini+bertujuan+untuk+mengidentifikasi+faktor-faktor+lingkungan+internal%0D%0Adan+lingkungan+eksternal+perusahaan+dan+menentukan+prioritas+serta+alternatif%0D%0Astrategi+pemasaran.+Penelitian+ini+menggunakan+metode+wawancara+dan%0D%0Apenyebaran+kuisioner.+Responden+adalah+General+Manager%2C+Manager+Produksi%2C%0D%0AManager+Pemasaran%2C+dan+58+konsumen.+Data+dianalisis+menggunakan+matriks%0D%0Adari+Internal+Factor+Evaluation+(IFE)%2C+External+Factor+Evaluation+(EFE)%2C%0D%0AInternal-External+(IE)%2C+SWOT+dan+QSPM.+Hasil+penelitian+menunjukkan+bahwa%0D%0Akekuatan+faktor+lingkungan+internal+yang+mempengaruhi+usaha+Lampung+Banana%0D%0AFoster+adalah+cita+rasa+sesuai+dengan+harga+yang+ditawarkan%2C+kualitas+bahan+baku%2C%0D%0Akeunggulan+mutu+cake+(rasa%2C+tekstur%2C+aroma%2C+penampilan)%2C+pembelian+ulang%2C+khas%0D%0Arasa+pisang+dan+kemudahan+akses+ke+outlet.+Kelemahan+yang+dimiliki+perusahaan%0D%0Aadalah+kegiatan+promosi+yang+dilakukan%2C+variasi+produk%2C+ketersediaan+produk%2C%0D%0Atidak+tersedianya+produk+dengan+berbagai+ukuran%2C+dan+pelayanan+terhadap%0D%0Akonsumen.+Peluang+faktor+lingkungan+eksternal+adalah+perkembangan+teknologi%0D%0Adalam+produksi%2C+kualitas+bahan+baku+khas+daerah%2C+dan+penambahan+outlet+baru+%3B%0D%0A%0D%0Asedangkan+ancaman+berupa+banyaknya+ragam+produk+sejenis%2C+persaingan+dalam%0D%0Aharga+dan+kekurangan+stok+produk.%0D%0AUrutan+prioritas+dan+alternatif+strategi+pemasaran+berdasarkan+matriks+QSPM%0D%0Aadalah+%3A+melakukan+pengembangan+produk+baru+(STAS%3A+7%2C270)%2C+memperluas%0D%0Ajaringan+distribusi+dengan+menambah+outlet+baru+(STAS%3A+7%2C124)%2C+penerapan+harga%0D%0Ayang+kompetitif+dalam+setiap+outlet+(STAS%3A+5.955)%2C+kegiatan+iklan+dan+promosi%0D%0Ayang+lebih+gencar+dan+efektif+(STAS%3A+4%2C172).%0D%0A%0D%0AKata+kunci+%3A+Lampung+Banana+Foster%2C+strategi+pemasaran%2C+SWOT%2C+QSPM.+This+study+aimed+to+identify+the+internal+environmental+factors+and+the+company's%0D%0Aexternal+environmental+factors+and+to+determine+priorities+and+alternative%0D%0Amarketing+strategies.+This+study+used+interview+methods+and+questionnaires%0D%0Aspread.+The+respondents+was+General+Manager%2C+Production+Manager%2C+Marketing%0D%0AManager%2C+and+58+consumers.+Data+were+analysed+by+using+matrixs+from+Internal%0D%0AFactor+Evaluation+(IFE)%2C+External+Factor+Evaluation+(EFE)%2C+Internal-External+(IE)%2C%0D%0ASWOT+and+QSPM.+The+results+showed+that+the+strengthses+of+the+internal%0D%0Aenvironmental+factors+that+affected+Lampung+Banana+Foster's+business+were%0D%0Aconsisting+of+taste+according+to+the+price+offered%2C+qualities+of+raw+materials%2C%0D%0Asuperiority+of+cake+qualities+(flavor%2C+texture%2C+appearance)%2C+repurchase%2C+typical%0D%0Abanana+taste+and+easier+to+accessing+the+outlets.+The+weaknesses+owned+by+the%0D%0Acompany+were+promotional+activities%2C+product+variations%2C+availability+of+products%2C%0D%0Aand+customers+service.+The+external+environmental+factors+in+the+form+of%0D%0Aopportunities%2C+were+consisting+of+technological+developments+in+production%0D%0Aactivities%2C+local+quality+of+raw+materials%2C+and+the+addition+of+new+outlets+%3B+while%0D%0A%0D%0Athe+threats+were+many+kinds+of+similar+products%2C+competition+in+prices+and%0D%0Ainsufficiency+or+lack+of+product+stocks.%0D%0AThe+order+of+priorities+and+alternatives+marketing+strategies+based+on+the+QSPM%0D%0Amatrixs+were+%3A+new+products+development+(STAS%3A+7%2C270)%2C+expanding+of%0D%0Adistribution+network+(STAS%3A+7%2C124)%2C+application+of+competitive+prices+in+each%0D%0Aexisting+outlets+(STAS%3A+5%2C955)%2C+and+conducting+for+advertising+and+promotion%0D%0Aactivities+more+aggressive+and+effective+(STAS%3A+4%2C172)%2C+respectively.%0D%0A%0D%0AKeywords%3A+Lampung+Banana+Foster%2C+marketing+strategy%2C+SWOT%2C+QSPM.&rft.publisher=FAKULTAS+PERTANIAN&rft.date=2019&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F57181%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F57181%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F57181%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++MIDAHTUL+USROH%2C+1514051039++(2019)+Strategi+Pemasaran+Cake+Lampung+Banana+Foster+Di+Bandar+Lampung+(Studi+Kasus+di+PT.+Lampung+Sukses+Bersama).++FAKULTAS+PERTANIAN%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F57181%2F