Evaluasi strategi pemasaran PT. Dan Liris Solo

ADINATA, R. Chrisdian, Dra. Sari Winahjoe, MBA

2001 | Tesis | Magister Manajemen

-

The objectives of this research are to identrh the marketing strategy that have been used by PT. Dan Liris in dstributing the products, to analyze the factors that become the strengths, weaknesses, opportunities, and threats for the compy, and to evaluate the implementation of the company's marketing strategy. This research is descr@tive research describing the condition of Pi? Dan Liris Solo either the internal cona5tion and also the external, faced by the w m m . The tool for the analysis using SWOTAnalysis (Pearce and Robinson 1994). The result @om the SWOT analysis shows that the compny posses the strength (0,95) and face the threats (-0,40). It means that the position of the compny is in cell 11 supprt a diversijication strategy. Current compny 's strategv:Fms-Di_fferentiationd, oes not appropriate in Jit in facing the external condition due to the circumstances. Current strategy tend to defend (in SWOT matrix :cell because of the narrow competitiveness that on& operate in business market with job or&rpr&ction. PT. Dan Liris Solo should not just defend, because the result of the evaluation shows that the company posses more strengths than weaknesses that can be used to expand the product according to the strengths.The writer suggest to implement the diversification strategy. Finally, the best strategy to implement the diversification strategy is concentric diversijkation strategy by producing pr&cts other than garment but still have basic ingredients that is grey. The products can be towel, bed cover, blanket, cover pillow, etc.These product still posses the same technology and marketing channel with garments.

Kata Kunci : Strategi Pemasaran