文章基本信息

标题：Kajian Strategi Pemasaran Industri Kecil Sepatu (Studi Kasus di Desa Ciomas, Kabupaten Bogor)
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作者：Azril Amor ; Musa Hubeis ; Kooswardhono Mudikdjo 等
期刊名称：MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah
印刷版ISSN：2085-8418
出版年度：2006
卷号：1
期号：2
语种：English
出版社：Institut Pertanian Bogor
摘要：Bogor is one of the shoes production centres in Indonesia. SI shoes in Bogor, especially in Ciomas, was established in 1920. Its marketing has reached big cities all over Indonesia. The popularity of Ciomas shoes is the same as that of Cibaduyut Bandung shoes. As a result, Ciomas image as one of the shoes centres in Bogor must be supported by a marketing approach. Despite the market take-over, the right application of the marketing strategy will support the success of products in domestic and international markets. The approach of mixed marketing and the analysis of strategic environment can be an alternative approach for shoes producers in building marketing strategies and improving SI shoes. The objectives of this study are 1) to identify the SI shoes position and condition which may become its strength and weaknesses, 2) to identify the SI shoes external environment, the opportunity and threats, 3) to build marketing strategies for SI shoes in Ciomas, Bogor. This study is expected to give positive contribution to the SI shoes management such as business competence. It is hoped that it can generate higher profit in business and higher income for the shoe makers and their suppliers. This study used descriptive qualitative analysis that described relevant data to the problems. The next processes were data diagnosis and synthesis. The analysis of the marketing strategies used the External Factor Evaluation (EFE) Matrix, the Internal Factor Evaluation (IFE) Matrix, and Strength, Weaknesses, Opportunity and Threats (SWOT), which are pictured in the Internal-External (IE) Matrix. IT Matrix is the result of identification and evaluation of external and internal environments. In IE Matrix, the Ciomas SI shoes is in the growing position, using horizontal integrated strategy