IDENTIFIKASI FAKTOR-FAKTOR YANG BERPENGARUH TERHADAP STRATEGIudPEMASARAN PRODUK DUPA DENGAN PENDEKATAN ANALISIS SWOTud(STUDI KASUS DI CV X)

摘要

CV X is one that is engaged in the marketing of incense with brand Pandavas.udIncense is one of the means used to support traditional ceremony especially for Hindus andudBuddhists study aims to estimate make the necessary marketing strategies to increase sales ofudincense and also to identify those factors internal and external to CV X. The problems that occurudis the number of vendors that are equally incense incense sold so the competition resulting CVudX decreased sales levels incense products are sold. It is therefore a strategy requires the CV X 2udthat sold incense can compete and can increase sales. With the SWOT method is expected CV Xudcan determine a good business strategy by analyzing the strengths, weaknesses, opportunitiesudand threats are owned by CV XudThe results of the SWOT analysis of internal factors known to consist of productuddevelopment., Perfume incense scented with their own concoction using self-createdudconcoction, attractive cover design, have a lot of relationships, have an expert consultant in theudareas of startegy and operational management, has had a supplier of raw materials importedudincense, marketing has not been reliable in the product incense, many types of incense in theudmarket, the brand is not widely known Pandavas incense and perfume not have a design that canudbe used handalan products and external factors consist of not much incense to run businessudagency system, a small incense box is huge and there is no chance of the game in similarudproducts, incense products for everyday use, a good relationship with the consumer, the priceudcontinues to increase incense perfume, brand piracy Pandavas, and suppliers of raw materialsudare no longer provide the raw material to be purchased.udFrom the results of research on the application of strategic analysis CV X position liesudin quadrant I, which means CV X support the aggressive strategy / strategies that SO can useudforce to take advantage of existing opportunities. that is by developing a product for the taste ofudthe market, as well as expand its distribution network and CV X must strengthen themselves byudimplementing intensive strategy is a strategy where the product developmenty CV X needs toudimprove or modify products current and strategies Market Penetration strategy through whichudthis strategy CV X can add items for sales promotion and other promotional efforts.udKeywordsud: Incense Pandavas, SWOT, Strategy and Business