Department of Accounting, 2008

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ANALISIS PROFITABILITAS UNTUK MENGUKUR TINGKAT EFEKTIFITAS STRATEGI PEMASARAN YANG DITERAPKAN PADA PT. TEJA SEKAWAN COCOA INDUSTRIES SURABAYA

Ita Yuliana

Abstract


This research represent result of case study at company of cocoa of PT. Twilight Conjugate Cocoa of Industries Surabaya with Title : Planning of Strategy Marketing to increase Profitability Company ( Study Case at PT. Teja Sekawan Cocoa Industries Surabaya ).
The purpose of this research is to know management performance in applying marketing strategy weared by company and know result of profitability analysis to measure efficacy storey in using marketing strategy during the time and also from result of this research is expected as input for the decision making of company in making marketing strategy plan to the continuity of its company life of him.
Analyzer used to know do applied marketing strategy can improve company profitability by using profitability analysis which consist of Gross ratio of Profit Margin ( GPM), Operating Profit Margin ( OPM), Net Profit Margin ( NPM), Return On Investment ( ROI) and of Return On Equity ( ROE), while for the planning of strategy by using SWOT matrik to yield four setting strategy alternative with process bring into contact between opportunity of environment of eksternal and is internal of company ably company at risk storey able to be accepted.
The result of from profitability analysis during three natural period result of which is fluktuation but that way experience of increase of year 2003-2005 more or less 3,78 - 6,19% and experience of degradation which do not be drastic so more or less 1%-2 %. While result of SWOT matrik, strategy alternative the got is Product Development Strategy
Of result both analysis in the condition of good enough company's finance not too ugly and result of from strategy alternative more beneficial company with according to condition and situation faced by moment and also as according to plan of long range do not find difficulties.

 

Keyword : profitabilitas, strategi pemasaran

 

Link Terkait : http://skripsi.umm.ac.id/files/disk1/271/jiptummpp-gdl-s1-2008-itayuliana-13516-pendahul-n.pdf



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