Marketing Strategy Analysis of Arca Industry as Furniture Business Using the QSPM Method

摘要

Arca Industri is a company engaged in furniture. Arca Industri revenue results from November 2017 to October 2018 are obtained that there are several months in which income does not meet the specified target. Therefore, Arca Industri must plan a new strategy in order to experience an increase in income in accordance with the targets set. The marketing strategy designed by Industrial Arcs is based on several factors such as strengths, weaknesses, opportunities, and company threats. SWOT analysis is used to obtain alternative strategies derived from internal and external factors of the company. Research data and information consists of primary data and secondary data, the analysis tool used in this study is the IFE (Internal Factor Evaluation) matrix, EFE matrix (External Factor Evaluation), IE matrix (Internal-External), SWOT matrix (Strengths, Weakness), Opportunities, and Threats), and QSPM (Quantitative Strategic Planning Matrix). The SWOT matrix produces eight alternative strategies that can be implemented by the Industry Statue. QSPM processing produces 3 marketing strategies that can be implemented first. First, participating in exhibitions held in major cities with a TAS score of 6.056. Second, maintain the current condition and improve the quality of service to customers with a TAS score of 5.990. Third, market and introduce products to consumers who are not familiar with the products of the company with a TAS score of 5.811.