ANALISIS STRATEGI BERSAING PT. DJARUM KUDUS PERWAKILAN SEMARANG DALAM MENINGKATKAN VOLUME PENJUALAN

Abstract

ABTRACT The Writer takes the title "Analisis Strategi Bersaing PT Djarum Kudus Perwakilan Semarang dalam Meningkatkan Volume Penjualan". This thesis investigated about tendency of increasing and decreasing sales. The purposes of this thesis is for formulating and expanding the marketing strategy in order to be used by PT Djarum Kudus of Semarang Agency for increasing sales. With using SWOT position analysis, PT Djarum of Semarang Agency in its external environment can be identified as the company which has a high threat and opportunity, so in the ETOP matrix result is categorized as speculative company. While in internal condition it has a strong position to dominant competitor relatively. Based on those internal and external condition, the appropriete strategy which can be recomended for PT Djarum of Semarang Agency is an investment strategy with implementation: expansion of market share, among athers a Intensification and exstensification of promotion. b. Extensification of distribution. The way of promotion was suggested, as follows: a For budgets of promotion cost should be allocated in the appropiate position for each promotion forms, e.g advertising business, publication, sales promotion and personnel selling. b. Building-up of budget for promotion cost. Meanwhile, the way of distribution can be distributed through the addition of singgle agent and merchant sales. With such promotion and distribution way, PT Djarum Kudus of Semarang Agency is able to increasing volume of sales.