CD Skripsi

A nalisis S trategi P emasaran E Xpressive C Offe P Ekanbaru M Enggunakan M Etode S W O T D Anqspm Inte Gra Sianaly T Ic H Ier A R Ch Y Pro Cess

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ABSTRACT
This study aims to analyze and formulate an optimal marketing strategy for Expressive Coffee Pekanbaru by using the SWOT (Strengths, Weaknesses, Opportunities, Threats) and QSPM (Quantitative Strategic Planning Matrix) methods integrated with the AHP (Analytic Hierarchy Process) method. Internal environmental analysis is carried out to identify the strengths and weaknesses possessed by Expressive Coffee, while external environmental analysis is used to identify opportunities and threats that can affect business development. From the results of the SWOT analysis, several alternative strategies were obtained which were grouped into strengths and opportunity-based strategies, weaknesses and opportunity-based strategies, strengths and threats-based strategies, and weaknesses and threats-based strategies. These strategies are then evaluated using the QSPM method by considering the priority weights obtained through the AHP method. The results of the analysis show that the most recommended strategy is the one to increase product variety compared to competitors. This strategy was chosen as the best step to increase competitiveness and maintain Expressive Coffee's position in the increasingly competitive coffee shop industry.
Keywords: Marketing Strategy, SWOT , QSPM , AHP, Expressive Coffee

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102110424

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102110424

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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