STRATEGI PENGEMBANGAN BAURAN PEMASARAN MELALUI PENDEKATAN ANALISIS SWOT PADA PT. FINABA MANDIRI DI KABUPATEN PATI

Abstract

This study aims to analyze the influence of internal and external factors and determine strategies for developing the appropriate marketing mix to the company Finaba Mandiri. Descriptive research method is through a SWOT analysis approach. The sample used 35 internal and 35 external respondents as well as to determine the attitudes of respondents used Likert scale using survey data collection methods which provide the questions that aimed to investigate the characteristics of respondents, frequency of data tabulation, test validity, test reliability, and statistical frequency distribution by using descriptive method, SWOT and Blue Ocean Strategy. The analysis showed that the alternative strategy used is a market penetration strategy.