ALTERNATIF STRATEGI BAURAN PEMASARAN PADA PT INDOFARMA GLOBAL MEDIKA CABANG JEMBER
Abstract: The purpose of this
study was to determine the strengths, weaknesses, opportunities, threats, and
the position in the IE Matrix, Space Matrix, SWOT Matrix, as well as to find
out alternative marketing strategies toward sales of PT Indofarma Global Medika
Jember. Sample of the research consisted of 8 respondents. The analysis tool
used was SWOT analysis. Results showed that the internal strength environment
variableswere products, partnerships, pricing, and distribution channels, while
the weaknesses consisted of product, human resources, and promotion. The
external environment variables being the opportunities were technology, social
and cultural environment, market togetherness and resources similarity, and
competition among rival firms, while the threats consisted of potential entry
of new competitors and the bargaining power of suppliers. The strategic
position of PT Indofarma Global Medika in IE matrix was growing and developing.
In the matrix space, the position was in the aggressive profile.In the SWOT
matrix, the position was in the strategy of SO, WO, ST, WT interconnected.
Alternative strategies of PT Indofarma Global Medika Jember branch weremarket
penetration, market development, and product development.
Keywords: SWOT Analysis, IE
Matrix, Space Matrix, and SWOT Matrix
Penulis: Silfiana Nisa,
Sarwedi, Deasy Wulandari
Kode Jurnal: jpmanajemendd151613
