| dc.description.abstract | The aim of the research to describe marketing strategies of cooperative bags and luggage industry
(intako) in Tanggulangin Sidoarjo after lapindo mud disaster. The research used sequential mixed
method by using SWOT (Strength, Weakness, Opportunity and Threat) analysis. The results showed that
there was a change in the marketing strategies of the company before and after Lapindo mud disaster.
In determining a more optimal new marketing strategy, there are several factors that could be the
assessment for the company in developing the optimal new marketing strategies. Factors that can be the
assessment are from the internal and external aspects of the company. From the internal aspect, it is
performed by identifying strengths and weaknesses of the company while from the external aspect of the
company, it is by identifying the opportunities and threats faced by the company. SWOT analysis of the
results Intako cooperative is in a position consolidation, where the position of the company is more
suitable for use growth defensive strategy. The purpose of this strategy is to avoid lost sales and lost
profits. | en_US |
