PERUMUSAN STRATEGI PEMASARAN PADA PT. POS INDONESIA ( PERSERO ) ( STUDI PADA KASUS KANTOR POS KECAMATAN DUDUKSAMPEYAN KABUPATEN GRESIK )

FARIESTYA ZAMRONI

Abstract


At this thesis, the research was done at PT. Pos Indonesia (Persero) Post Office of Duduksampeyan Sub-district Gresik Residence titled ?Marketing Strategy PT. Pos Indonesia (Persero) (Case Study at Post Office of Duduksampeyan Sub-district Gresik Residence)
The research aimed to formulate marketing strategy fit with Post Office of Duduksampeyan Sub-district Gresik Residence.
The research type was descriptive, where the formulation of strategy could be used only for Post Office of Duduksampeyan Sub-district Gresik Residence.
Analytical tool used to find out what strategy applied by the company was by using scoring at IFAS matrix from the internal environment of the company consisted of 7p + 1c, they were product, price, place, promotion, people, physical evidence, process, customer service. While scoring at EFAS matrix came from external region they consisted of economic, demography, government, technology and competitor. Then scoring from both matrix put into IE matrix (Internal external) to get the strategy applied by the company.
Scoring at IFAS matrix resulted 2,65 score and EFAS matrix was 2,79; so that if they put into IE matrix, the post office of Duduksampeyan Sub-district Gresik Residence was on cell V. according to the result, the strategy fit with the post office was market penetration strategy which could be done by optimum marketing efforts.

 

Keyword : Strategi Pemasaran, Matrik IFAS, Matrik EFAS, Matrik IE (Internal Eksternal), Analisis SWOT.


Keywords


trategi Pemasaran; Matrik IFAS; Matrik EFAS; Matrik IE (Internal Eksternal); Analisis SWOT.