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DC Field | Value | Language |
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dc.contributor.advisor | Ma'arif, Mohamad Syamsul | |
dc.contributor.advisor | Sari, Linda Karlina | |
dc.contributor.author | Anjumi, Putri Dewi | |
dc.date.accessioned | 2024-07-23T02:27:49Z | |
dc.date.available | 2024-07-23T02:27:49Z | |
dc.date.issued | 2024 | |
dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/154555 | |
dc.description.abstract | PUTRI DEWI ANJUMI. Strategi Pemasaran Business-to-Business untuk Meningkatkan Penjualan di PT Kimia Farma Sungwun Pharmacopia. Dibimbing oleh MOHAMAD SYAMSUL MAARIF dan LINDA KARLINA SARI. PT Kimia Farma Sungwun Pharmacopia (PT KFSP) memiliki permasalahan didalam menjalankan bisnis yaitu business size yang kecil dan jumlah custuomer yang terus meningkat tetapi tidak dengan kinerja keuangan. Profit pada PT KFSP mengalami penurunan hingga pada tahun 2023 mengalami defisit. Tujuan penelitian ini adalah menganalisis faktor internal dan eskternal yang memengaruhi kegiatan pemasaran PT KFSP, merumuskan alternatif strategi serta menetapkan prioritas strategi pemasaran. Analisis yang digunakan adalah tiga tahap formulasi strategi yaitu tahap input menggunakan matriks IFE dan EFE, tahap pencocokan menggunakan matriks IE dan SWOT, serta tahap keputusan menggunakan QSPM. Berdasarkan hasil penelitian menunjukkan PT KFSP berada pada sel 1 “Growth and Build” yang memiliki enam alternatif strategi pemasaran. Berdasarkan QSPM, strategi yang menjadi prioritas adalah aktif melakukan kunjungan dan sosialisasi kepada customer. Kata kunci: bahan baku obat, QSPM, strategi pemasaran, SWOT | |
dc.description.abstract | PT Kimia Farma Sungwun Pharmacopia (PT KFSP) has problems in running a business, the problem are a small business size and an increasing number of customers but not financial performance. Profit at PT KFSP has decreased until in 2023 it is deficit. The purpose of this research is to analyze the internal and external factors that affect PT KFSP's marketing activities, formulate alternative strategies and prioritize marketing strategies. The analysis used is three stages of strategy formulation, namely the input stage using the IFE and EFE matrix, the matching stage using the IE and SWOT matrix, and the decision stage using QSPM. Based on the research results, PT KFSP is in cell 1 "Growth and Build" which has six alternative marketing strategies. Based on QSPM, the priority strategy is to actively visit and socialize with customers | |
dc.description.sponsorship | ||
dc.language.iso | id | |
dc.publisher | IPB University | id |
dc.title | Strategi Pemasaran Business-to-Business untuk Meningkatkan Penjualan di PT Kimia Farma Sungwun Pharmacopia | id |
dc.title.alternative | Business-to-Business Marketing Strategy in Increasing Sales at PT Kimia Farma Sungwun Pharmacopia | |
dc.type | Skripsi | |
dc.subject.keyword | QSPM | id |
dc.subject.keyword | strategi pemasaran | id |
dc.subject.keyword | SWOT | id |
dc.subject.keyword | bahan baku obat | id |
Appears in Collections: | UT - Business |
Files in This Item:
File | Description | Size | Format | |
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cover_K1401201017_d11b04f67b0049458e0fff3b2f34d373.pdf | Cover | 857.03 kB | Adobe PDF | View/Open |
fulltext_K1401201017_219d3a82669c410291209e1505064512.pdf Restricted Access | Fulltext | 1.56 MB | Adobe PDF | View/Open |
lampiran_K1401201017_908c4f551bb347f49483bbc9c7544c6d.pdf Restricted Access | Lampiran | 928.53 kB | Adobe PDF | View/Open |
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