Analysis of Marketing Strategies in Increasing Sales on Zeribowl Dessert Kitchen Asia Branch Mega Mas Field

Authors

  • ahmad Muharmansyah R Maulana Islamic State University of North Sumatra
  • Annio Indah Lestari Nasution Islamic State University of North Sumatra
  • Aqwa Naser Daulay Islamic State University of North Sumatra

DOI:

https://doi.org/10.38035/dijefa.v5i1.2468

Keywords:

Marketing Strategy, SWOT Method, Management Strategy

Abstract

This research aims to determine marketing strategies that can be implemented to improve marketing performance at Zeribowl Dessert using the SWOT analysis method. This research method uses a qualitative method with a descriptive approach with data collection methods through documentation studies, observations, interviews and questionnaires obtained from 30 customers and 4 Zeribowl Dessert staff. The research results show that the Strength and Opportunities (SO) value is 3.23. Then the Weakness and Threats (WT) value is 3.6. Thus the researcher concludes that an aggressive strategy can be carried out by maximizing strength by taking advantage of Zeribowl's opportunities to gain profits through marketing strategies that can be implemented by Zeribowl Dessert, including; market development and market penetration, product development, market target and market positioning.

References

Amalia, N. R., Yulianti, F., & Kadir, A. (2023). Analysis of Marketing Strategies in Increasing Sales at Cafe Bree Sweetandfreeze Banjarmasin (Menggunakan Analisis SWOT). Rimba Journal: Scientific Research..., 1(3), 41–48. https://journal.arimbi.or.id/index.php/Rimba/article/view/85%0Ahttps://jornal.arimba.org (2020). Business introduction. FEBI UIN-SU Press.

Astuti, A. M. I., & Ratnawati, S. (2020). SWOT analysis in determining marketing strategy (Studi Kasus di Kantor Pos Kota Magelang 56100). Journal of Management Sciences, 17(2), 58–70.

David, F. (2010). Strategy Management. Book 1 (12th ed.). Salemba Four.

Fauzani, M., Akramiah, N., & Sutikno, B. (2018). Swot Analysis in Product Marketing Strategy Determination. Plastic Sentosa Gifts. EMA Journal, 3(2), 104–117. https://doi.org/10.47335/ema.v3i2.31

Fikra, A. A., Rahmani, N. A. B., & Wahyuni, A. (2022). SWOT Analysis of Innovation of Shariah Insurance Products Takaful Familia Kota Medan (Case Study of Takaful Insurance Company Kota Medan Familia). Journal of Computer Science, Economics and Management (JIKEM), 2(1), 1365–1371.

Kotler, P., & Keller, K. L. (2010). Marketing Management. Level two. Erlangga.

Lantang, T., S.Soegoto, A., & Mandagie, Y. (2018). Deho Canning Company Bitung. EMBA Journal: Economics, Management, Business and Accounting Research Journal, 6(4), 3098–3107.

Lubis, F. A. Hasibuan, R. R. A., Yanti, N., Atika, & Manjasari. (2019). Introduction to Islamic Economics. FEBI UIN-SU Press.

Luntungan, W. G. A., & Tawas, H. N. (2019). Bambuden Boulevard Manado Marketing Strategy: SWOT Analysis. EMBA Journal: Economics, Management, Business and Accounting Research Journal, 7(4), 5495–5504.

Nasution, M.I.P., Nurbaiti, N.N., Nurlaila, N., Rahma, T. I.F., & Kamilah, K. (2020). Face Recognition Login Authentication for Digital Payment Solution at COVID-19 Pandemic. 2020 3rd International Conference on Computer and Informatics Engineering, IC2IE 2020, 48–51. https://doi.org/10.1109/IC2IE50715.2020.9274654

Nourlette, R. R., & Hati, S. W. (2017). Strategy Determination With Swot Analysis Approach at Hotel Nongsa Point Marina & Resort in Facing Business Competition. Inovbiz: Business Innovation Journal, 5(1), 82. https://doi.org/10.35314/inovbiz.v5i1.174 Pears,

J.., & Robinson, R. (2013). Strategy Management (Formulasi, Implementasi dan Pengendalian). Salemba Four.

Ramadan, A., & Sofiyah, F. R. (2018). This research aims to identify and analyze the ma rketing strategy of McDoanald’s Ring Road by using the SWOT analysis consisting of Strength, Weakness. Information Systems, 1(2), 1–5.

Rangkuti, F. (2006). SWOT Analysis of Business Case Analysis Techniques. P.T. Gramedia Main Library.

Septiningrum, L.D. (2021). JMBI UNSRAT (Scientific Journal of Business Management and Innovation at Sam Ratulangi University)., 8(1), 32–49. https://doi.org/10.35794/jmbi.v8i1.32638

Soemitra, A., & Siregar, A. Z. (2022). Marketing Strategies in Increasing Revenue of Enterprises in the Islamic Economic Perspective. Center of Knowledge : Journal of Education and Public Service, 2(2), 78–87. https://doi.org/10.51178/cok.v2i2.715

Tjiptono, F. (2008). Strategic Marketing (3rd ed.). CV. Andi Offset. Tjippono,F. (2014). Service Marketing – Principles, Applications, and Research. Andi offset. Umar, H. (2003). Strategic Management in Action. PT Gramedia.

Downloads

Published

2024-04-10

Issue

Vol. 5 No. 1 (2024): Dinasti International Journal of Economics, Finance & Accounting (March-April 2024)

Section

Articles

License

Copyright (c) 2024 ahmadmuharmansyahrmaulana, Annio Indah Lestari Nasution, Aqwa Naser Daulay

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish their manuscripts in this journal agree to the following conditions:

  1. The copyright on each article belongs to the author(s).
  2. The author acknowledges that the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
  3. Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA).