Novitasari, Rahma Hadi (2024) Analisis Strategi Pemasaran dalam Meningkatkan Penjualan Curos dan Stik Mozza Perawang. Other thesis, Universitas Islam Riau.

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Abstract

Faculty Economics and Business University Islamic of Riau Pekanbaru This research is in the form of qualitative descriptive research, where this research aims to find out what strategies are appropriate for a business to use. Using SWOT analysis, this research was conducted in the food business sector, namely the Curos and Perawang Mozza Stick businesses. The data obtained is from the results of primary data and secondary data. The testing methods used are the IFAS Matrix, EFAS Matrix, and SWOT Diagram. The test result value from the IFAS matrix (2.91) is used as the X axis (horizontal) in the SWOT diagram and the value from the EFAS matrix test result (2.63) is used as the Y (vertical) source in the SWOT diagram. The result of this research is that SWOT explains that the internal factors in the business are in area 1, where this area illustrates that the internal factors of the business are in a strong condition which is depicted using a SWOT diagram which shows that the business condition is in square 1, where This means that the Curos and Stik Mozza Perawang businesses are in a Growht position and the strategy that can be implemented is product development strategy. Thus, the strategy that can be applied by the Curos and Stik Mozza Perawang business is the Aggressive Strategy, namely the business must be able to apply existing strengths and increase and maintain existing opportunities.

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