ANALISIS STRATEGI PEMASARAN UNTUK MENINGKATKAN VOLUME PENJUALAN PADA TIARA DEWATA DENPASAR

Abstract

Every company, whether engaged in the production of goods or services,
the goal is to stay alive and thrive. These objectives can be achieved by maintaining
and to greater profits and earnings. This can be done if the company is able to
increase its sales volume. Tiara Dewata Denpasar is a company engaged in the
supermarket business and Tiara Dewata Denpasar want to achieve it. But achieving
that goal will be hampered due to increasingly competitive business competition in the
supermarket field. Can be seen from the number of supermarkets which operates 24
supermarkets in the city of

Denpasar with complete infrastructure and also coupled
with a fairly dynamic consumer Events. Thereby further inhibiting the company to
increase its sales volume. Therefore to overcome this Dewata Tiara Denpasar need
to figure out an effective marketing strategy. Issue in this study is whether the most
effective strategies to increase sales volume at Tiara Dewata Denpasar. And aims to
find an effective marketing strategy to increase the company’s sales volume. In this
study the authors collected data through documentation, interviews, observations
and questionnaires with qualitative data analysis technique that uses quantitative
methods to a SWOT analysis. SWOT analysis of the calculation results that Tiara
Dewata Denpasar located in quadrant 1 with a marketing strategy of aggressive
growth strategy, where the strategy is to utilize and develop the strengths and
opportunities (SO) combined with a more mainstream marketing mix are product
and price. So, to increase the sales volume of the company, effective marketing
strategies that must be implemented by Tiara Dewara Denpasar is an aggressive
growth strategy with the utilization and development of strengths and opportunities
(SO) is a combination of product and price.