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All Journal Jurnal Manajemen Universitas Bung Hatta
Tesa Margarini Margarini
STIE Haji Agus Salim
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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STRATEGI PEMASARAN DALAM MENINGKATKAN PENJUALAN SONGKET KAIN DI TAURAI MAYANG MENYULAM TOKO DI BUKITTINGGI Imran Imran; Tesa Margarini Margarini
JURNAL MANAJEMEN UNIVERSITAS BUNG HATTA Vol 15 No 1 (2020): JURNAL MANAJEMEN UNIVERSITAS BUNG HATTA
Publisher : Management Department, Faculty of Economics and Business, Universitas Bung Hatta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37301/jmubh.v15i1.15916

Abstract

This study aims to determine the right marketing strategy in an effort to increase songket fabric sales at Mayang Taurai Embroidery shop in Bukittinggi. The analysis method in this research is to use SWOT analysis (Strong, Weakness, Opportunity, Threat), and IFE and EFE Matrix Analysis which is used as a measure of the company's internal and external environment. Then proceed with the analysis of the score weight table is a table that shows the scores on each SO Strategy, ST Strategy, WO Strategy, and WT Strategy. Based on the analysis that has been done previously, in order to increase sales in Mayang Taurai Embroidery shop in Bukittinggi, the strategy used by Mayang Taurai Embroidery shop is by utilizing SO (Strength, Opportunity) strategies, where SO strategies are strategies that utilize strengths and fill opportunities. existing, where strategies can be utilized by Mayang Taurai Embroidery shop
Co-Authors Imran Imran