ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulStrategi Pemasaran Usaha Kerajinan Kayu Hitam Pada Industri Sumber Urip Ebony Di Kota Palu |
| Nama: ULIFAH SETIANINGRUM |
| Tahun: 2021 |
| Abstrak This study aims to determine the conditions of internal factors (strengths and weaknesses) and external factors (opportunities and threats) in supporting the marketing of ebony handicraft businesses and what alternative strategies can be applied in the marketing of ebony handicraft business in the ebony urip source industry in Palu city. . This research was carried out in the urip ebony source industry from April to June 2020. Determination of respondents was carried out purposively. The sample of this study was 6 people, namely 4 people from the urip ebony source industry (1 business owner, 1 production employee, 1 person who understands business management and 1 marketing employee), 1 person from the Palu City Industry and Trade Office and 1 consumer. Data analysis in this study used a SWOT analysis. The results showed that the marketing of ebony handicraft business was in SO strategy, namely quadrant I, where in this position it took advantage of the opportunities that existed by using the strengths they had. Alternative strategies are (a) maintaining and improving product quality with adequate technology and facilities and utilizing skilled and experienced workforce (b) utilizing supporting areas with opportunities and satisfying services. Keywords: Marketing Strategy, SWOT Analysis. |