STRATEGI PEMASARAN KOPERASI INDUSTRI TAS DAN KOPER (INTAKO)

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.