Perumusan strategi pemasaran pada Unit Bisnis Gowin Surveying Equipment PT. Matahari Aneka MKM Surabaya

Abstract

Companies studied, namely PT. Matahari Aneka MKM is trading companies that
 has multiple business units, one of them is Business Unit GOWIN Surveying Equipment
 newly formed in December 2009. This business unit to formulate GOWIN marketing
 strategy Surveying Equipment amid intense competition and market risks TOPCON
 Surveying Equipment which has been marketed before.
 With this research are expected to formulate marketing strategies with
 qualitative approach to Strategic Planning Matrix can be applied to a business unit of
 GOWIN Surveying. PT. Matahari Aneka MKM to increase market share and sales.
 The theory used is related to a used analysis for the formulation of a marketing strategy
 which includes: understanding the strategy and strategic management, strategic
 management process, setting the company's mission and objectives, analysis of internal
 and external environment, marketing strategies and the formulation of strategy itself
 Some of analysis used in this study is the analysis of the Internal Factor Evaluation
 (IFE), External Factor Evaluation (EFE], SWOT analysis, analysis of Internal External
 (IE) and formulated by the method of Quantitative Strategic Planning Matrix (QSPM).
 This research is trying Descriptive analysis to obtain a picture of the things
 related to internal and external environment company.
 Methods of data collection and processing is carried out through interviews with the
 method of Focus Group Discussion (FGD), direct observation and from company
 documents and conducting library research to gather theoretical and other materials
 related to existing problems.
 The results showed that the Business Unit Surveying Equipment GOWIN haw the
 strength and number of opportunities that should be used to deal with threats from
 outside the company and improve weaknesses.
 Based on the identification of external and internal factors, the analysis drawn up
 a series of marketing strategies that produce the most appropriate business unit of
 GOWIN Surveying Instrument. PT. Matahari Aneka MKM, a penetration strategy by
 attacking and challenging the market directly.