文章基本信息

标题：MARKETING STRATEGY ANALYSIS ON PT SARA LEE
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作者：Andi Faiza ; Retno Kusumaningrum
期刊名称：Faculty of Economics
出版年度：2009
卷号：0
期号：0
语种：English
出版社：Faculty of Economics
摘要：With growing consumer demand and increased demand will be secondary(complementary) used to support the daily activities of consumers, then thecompany must have a useful analysis to determine market conditions and howmuch competition in the market, by using Strategy market Analysis. andpurpose of this paper is to determine whether the marketing strategy applied byPT SARA LEE as an object of study is right or is still in need changing fromexisting marketing strategy. From the analysis of marketing strategy at PTSARA LEE by using the SWOT method of weighting the results obtained inMetric IFAs (Internal Factor Analysis Summary) of 2.9 and for Metric EFAS(External Factor Analysis Summary) of 2.8. From the results of IFAs and metricweightings EFAS, PT SARA LEE V occupies a column of cells (five) on IEMarik analysis (internal external) which means PT SARA LEE is in a growthstrategy with Horizontal integration, which can be in the know that the strategyapplied by PT SARA LEE good enough.