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<http://digilib.unila.ac.id/id/eprint/74681> <http://purl.org/dc/terms/title> "STRATEGI PEMASARAN UDANG KRESS MINA DIRA\r\n(Studi Kasus di Aneka Snack Moga Djaya,\r\nKecamatan Punggur, Kabupaten Lampung Tengah)"^^<http://www.w3.org/2001/XMLSchema#string> .
<http://digilib.unila.ac.id/id/eprint/74681> <http://purl.org/ontology/bibo/abstract> "The Aneka Snack Moga Djaya is a small-scale industry that produces processed\r\nfood from fishery products into products, one of this product is Udang Kress Mina\r\nDira. Sales of this product fluctuates, due to a lack of promotion and of marketing\r\nnot yet extensive area, besides that in the Aneka Snack Moga Djaya business there\r\nis no formulation of strategies used in marketing products.. The purpose of this\r\nstudy is to identify internal factors and external factors in the Aneka Snack Moga\r\nDjaya business, determine alternative formulations of marketing strategies, and\r\ndetermine the priority of strategies applied. The method in this study is\r\ndescriptive, with data collection using observation, interviews, questionnaires, and\r\nliterature studies. Data analysis uses the IFAS and EFAS matrix, the grand\r\nstrategy matrix, the SWOT matrix, and the QSPM matrix. The results of the\r\nanalysis of the IFAS and EFAS matrix, a total reduction value of 1.361 and 0.703\r\nis obtained, so that the business position is in quadrant I, namely by implementing\r\nan aggressive growth strategy and producing 7 strategies in the SWOT analysis.\r\nQSPM matrix analysis data produces a strategy with the main priority, namely\r\npromoting through social media by promoting the superiority of the product so\r\nthat the product is better known by the wider community with a summer total\r\nattractive score (TAS) of 6.87.\r\nKey words : grand strategy, IFAS and EFAS, marketing strategy, SWOT, QSPM.\r\n\r\nUsaha Aneka Snack Moga Djaya merupakan industri skala kecil yang\r\nmemproduksi olahan pangan dari hasil perikanan menjadi produk, salah satu\r\nproduknya yaitu Udang Kress Mina Dira. Penjualan produk tersebut berfluktuatif,\r\nkarena kurangnya promosi dan wilayah pemasaran yang belum luas, selain itu\r\npada usaha Aneka Snack Moga Djaya belum adanya perumusan strategi yang\r\ndigunakan dalam memasarkan produk. Tujuan dari penelitian ini yaitu untuk\r\nmengidentifikasi faktor internal dan faktor eksternal pada usaha Aneka Snack\r\nMoga Djaya, menentukan rumusan alternatif strategi pemasaran, dan mengetahui\r\nprioritas startegi yang diterapkan. Metode pada penelitian ini yaitu deskriptif,\r\ndengan pengumpulan data menggunakan observasi, wawancara, kuesioner, studi\r\nliteratur dan kepustakaan. Analisis data menggunakan matriks IFAS dan EFAS,\r\nmatriks grand strategy, matriks SWOT, dan matriks QSPM. Hasil analisis matriks\r\nIFAS dan EFAS diperoleh total nilai hasil pengurangan berturut-turut sebesar\r\n1,361 dan 0,703, sehingga diketahui posisi usaha berada pada kuadran I yaitu\r\ndengan menerapkan strategi pertumbuhan agresif dan menghasilkan 7 strategi\r\npada analisis SWOT. Data analisis matriks QSPM menghasilkan strategi dengan\r\nprioritas utama yaitu melakukan promosi melalui media sosial dengan\r\nmempromosikan keunggulan produk yang dimiliki agar produk lebih dikenal oleh\r\nmasyarakat luas dengan jumlah total skor daya tarik sebesar 6,87.\r\nKata kunci : grand strategy, IFAS dan EFAS, strategi pemasaran, SWOT, QSPM."^^<http://www.w3.org/2001/XMLSchema#string> .
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