Open AccessIntegrasi Metode SWOT dan AHP Untuk Merumuskan Strategi Pemasaran (Studi Kasus : PT. Rattan Craft Indonesia)
Author(s) -
Ardi Setiawan,
Hana Catur Wahyuni
Publication year - 2018
Publication title -
prozima (productivity, optimization, and manufacturing system)
Language(s) - English
Resource type - Journals
ISSN - 2541-5115
DOI - 10.21070/prozima.v2i1.1298
Subject(s) - swot analysis , craft , rattan , product (mathematics) , business , quality (philosophy) , marketing , analytic hierarchy process , marketing strategy , business administration , agricultural science , engineering , geography , mathematics , operations research , ecology , philosophy , geometry , environmental science , archaeology , epistemology , biology
PT. Rattan Craft Indonesia is the p roducers of Wooden indoor Furniture. Rattan Craft does not have the right marketing strategy so that is th e reason the level of sales is not on maximum grade. From the background above, the the problem of this research is: 1. How are the good marketing strategy based on a SWOT method? 2. What a re the good strategy based on AHP. The data analysis in this research using Metod e analysis Swot and AHP. The results of this research get a value of the respective weights by AHP each criterion , namely the ad ministration of 0.057, 0.082 quality, competitive 0.097, 0 .119 raw materials, products already exported 0.151, 0.163 market opportunities, relationships 0.175, 0.156 discipline. The conclusion of this study are: 1. The company utilizes the existing opportunities by maintaining good relations with the relationships that the co mpany's products have been exported can be maintained or even increase exports. 2. The decipline of employees should be more guarded and must be improved so that the company's product quality is maintained.