Marketing Strategies of Wawasan Newspaper in Maintaining Market Share in Semarang

IF 1.7 4区经济学 Q2 ECONOMICS

Journal of Economic Education Pub Date : 2020-06-03 DOI:10.15294/jeec.v9i1.37603

H. Septiawan, Rusdarti Rusdarti, Titik Haryati

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引用次数: 2

Abstract

This research aims to determine the internal and external conditions of Wawasan Newspaper based on SWOT analysis in maintaining market share in Semarang. This uses descriptive research type with quantitative approach through three stages of strategy formulation, namely: the input stage, the matching stage, and the decision-making stage. In the first stage, IFE (Internal Factor Evaluation) and EFE (External Factor Evaluation) matrices are used. In the second stage, the IE Matrix (internal-External) and the SWOT Matrix (Strengths, Weaknesses, Opportunities, and Threats) are used. In stage three, QSPM (Quantitative Strategic Planning Matrix) is used. The results of this study are: In the first stage, the results of the IFE (Internal Factor Evaluation) matrix obtained a weighted score of 2.356, while the results of the EFE (External Factor Evaluation) matrix resulted in a weighted score of 2.18. In the matching stage, IE (Internal-External) Matrix of the company is in a stable position. Marketing strategies that are feasible to use are market penetration and product development. In the decision-making stage, an alternative strategy that can be implemented in Wawasan Newspaper namely market penetration with a TAS of 4.406 is obtained.

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《华和报》在三宝垄保持市场占有率的营销策略

本研究旨在通过SWOT分析，确定华和报在三宝垄保持市场占有率的内外部条件。本文采用描述性研究类型和定量方法，通过战略制定的三个阶段，即:输入阶段、匹配阶段和决策阶段。在第一阶段，使用内部因素评价(IFE)和外部因素评价(EFE)矩阵。在第二阶段，IE矩阵(内部-外部)和SWOT矩阵(优势，劣势，机会和威胁)被使用。在第三阶段，使用QSPM(定量战略计划矩阵)。本研究结果为:第一阶段，内部因素评价(IFE)矩阵的加权得分为2.356，外部因素评价(EFE)矩阵的加权得分为2.18。在匹配阶段，公司的IE (Internal-External)矩阵处于稳定的位置。可行的营销策略是市场渗透和产品开发。在决策阶段，我们得到了一个可以在瓦瓦山报业实施的替代策略，即市场渗透，其TAS为4.406。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Economic Education Multiple-

CiteScore

1.80

自引率

11.10%

发文量

审稿时长

24 weeks

期刊介绍： The Journal of Economic Education offers original articles on teaching economics. In its pages, leading scholars evaluate innovations in teaching techniques, materials, and programs. Instructors of introductory through graduate level economics will find the journal an indispensable resource for content and pedagogy in a variety of media. The Journal of Economic Education is published quarterly in cooperation with the National Council on Economic Education and the Advisory Committee on Economic Education of the American Economic Association.