Analisis Strategi Pemasaran Jasa Pembiayaan Pada PT Federal International Finance (FIF) Cabang Tenggarong

Jurnal Ekonomi & Manajemen Indonesia Pub Date : 2019-12-15 DOI:10.53640/jemi.v19i2.722

N. Sari, S. Susanti

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Abstract

Abstract : The purpose of this study was to formulate the right marketing strategy for FIF Tenggarong Branch in the face of business competition using SWOT analysis. Respondents in this study amounted to 33 people consisting of 28 customers and 5 employees.The results of this study indicate that (1) Based on the calculation of (Strenght) - (Weaknesses), the internal value of the factor is 0.476 which means that the FIF Tenggarong Branch has greater strength than weakness, (2) Based on Opportunities - (Threats) obtained external factors of 1,569 which means that FIF Tenggarong Branch has a greater chance of threats, (3) Based on the SWOT matrix obtained the position / strategy of FIF Tenggarong Branch is currently in an aggressive strategy position (Growth oriented strategy) located in quadrant I where this position is a very favorable position for the Tenggarong Branch of FIF in managing the strengths and opportunities owned, in terms of internal and external.The strategy that must be implemented is to support an aggressive growth policy (Growth Oriented Strategy). Keywords: marketing strategy, SWOT analysis

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摘要:本研究的目的是运用SWOT分析法，为FIF腾加荣分公司在商业竞争中制定正确的营销策略。本次研究的调查对象共33人，包括28名客户和5名员工。本研究结果表明:(1)根据(优势)-(劣势)的计算，该因子的内部值为0.476，即FIF腾格荣分公司的优势大于劣势;(2)根据机会-(威胁)得到的外部因子为1569，即FIF腾格荣分公司面临威胁的机会更大;(3)根据所得的SWOT矩阵，FIF腾格荣分公司目前处于第一象限的积极战略位置(Growth oriented strategy)，该位置对于FIF腾格荣分公司在管理内部和外部的优势和机会方面处于非常有利的位置。必须实施的战略是支持积极的增长政策(增长导向战略)。关键词:营销策略，SWOT分析

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Jurnal Ekonomi & Manajemen Indonesia

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