ANALISIS STRATEGI PEMASARAN DENGAN MENGGUNAKAN METODE QUANTITATIVE STRATEGIC PLANNING MATRIX (QSPM) (Studi Kasus Pada Perusahaan Asuransi Indosurya Cabang Purwokerto)

FEBRIANTO, CANDRA NUGROHO (2017) ANALISIS STRATEGI PEMASARAN DENGAN MENGGUNAKAN METODE QUANTITATIVE STRATEGIC PLANNING MATRIX (QSPM) (Studi Kasus Pada Perusahaan Asuransi Indosurya Cabang Purwokerto). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

order of marketing strategy for Indosurya Insurance. It employed Quantitative Strategic Planning Matrix (QSPM) method. The samples were respondents; they were experts from the company. Data collection technique that was used in this research was a census technique with the sample number 20 respondents. The method was operated in three phases involving entry phase with IFE and EFE matrixs, guidance phase with SWOT matrix, and strategy selection phase with QSPM matrix. The research result showed that from IFE matrix, it was obtained 4.105, which meant the company was in “grow and build” position; while from EFE matrix, it was obtained 2.115 which meant the company was in “grow and build” position. For SWOT analysis, it was obtained that IFE and EFE matrixs were located at QUADRANT IV which would be the priority on QSPM analysis. From QSPM analysis, it was obtained 3 alternatives of marketing strategy; the strategies were market development, market penetration, and product development.

Item Type: Thesis (Bachelor)
Additional Information: Pembimbing: Herni Justiana, Ph.D.
Uncontrolled Keywords: Insurance, Marketing Strategy, IFE, EFE, SWOT, QSPM
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Danarto Kh
Date Deposited: 19 Sep 2017 00:42
Last Modified: 19 Sep 2017 00:42
URI: http://repository.ump.ac.id/id/eprint/4212

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