Suryadi, Abi Mayu
(2021)
Analisis Strategi Pemasaran Untuk Meningkatkan Daya Saing Pada Rotte Bakery.
Other thesis, Universitas Islam Riau.
Abstract
Competition for bakery products is getting tighter. Companies are competing to expand their market share, trying to attract customers by influencing consumer attitudes to be willing to buy their products. It is also necessary to realize that companies that are able to control the market are companies that will get more profit. In response to this, given the increasingly fierce and endless competition conditions in the company's efforts to seek profit as much as possible, the company must be able to overcome the factors that influence it and ultimately be able to increase product sales. The purpose of this study is to determine the Marketing Strategy to Increase Competitiveness at Rotte Bakery (Study at Rotte Bakery Branch JL. Pasir Putih). The methods used are descriptive and quantitative methods; Data collection techniques were questionnaires and interviews and data analysis was descriptive, qualitative and quantitative. This study concludes that after conducting a SWOT analysis it shows that Rotte Bakery has threats from competitors with similar products, but has the strength of a strategic company location and collaborates and implements a profit sharing system with investors so that they can develop strategies to be able to compete and develop.
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