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All Journal MIMBAR (Jurnal Sosial dan Pembangunan)
Djamlaludin Djamlaludin
Universitas Islam Bandung
Languange, Linguistic, Communication & Media Social Sciences

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Design of Bag Product’s Marketing Strategy by Implementing QFD Method and SWOT Analysis nugraha nugraha; Dina Dien Novita; Djamlaludin Djamlaludin; Arba’iyah Satriani
MIMBAR (Jurnal Sosial dan Pembangunan) Volume 37, No. 1, Year 2021 [Accredited Sinta 2] No 10/E/KPT/2019]
Publisher : Universitas Islam Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (576.411 KB) | DOI: 10.29313/mimbar.v37i1.7011

Abstract

Production of children's backpacks has experienced a decline in sales over the past three years. This is experienced by CV Semesta Agung (SA), a textile company that produces t-shirts, jeans, and children's backpacks. The decline of children's backpacks sales occurred because of the large number of competitors and it needs a solution to overcome it. This research aims to design the marketing strategy by implementing QFD method and SWOT analysis. The method used is Quality Function Deployment (QFD) stage one, which is a matrix creation of House of Quality (HOQ) and SWOT. Based on the findings of the research, there are several product attributes that should be considered in a production of children’s backpack, such as attractive design/motif, the quality of materials and stitches, affordable price, and product durability. In addition, based on this research, it can be concluded that several marketing strategies can be implemented by companies, which is gained from SWOT method. The first one is WO strategy that can be done by expanding a marketing area in Bandung city, improving packaging design, providing product warranty, giving discount, and manufacturing waterproof children’s backpack. The second one is ST strategy by improving quality of product and worker skills, as well as reducing production cost. The third one is WT strategy by designing more attractive bag products and creating a new product.
Co-Authors Arbaiyah Satriani Dina Dien Novita Nugraha Nugraha