Analisa SWOT sebagai Strategi Pemasaran untuk Produk Air Minum dalam Kemasan (Amdk) PT. Prisma Pusaka Artha Raya
Abstract
PT Prisma Pusaka Artha Raya (PPAR) merupakan perusahaan yang bergerak dalam bidang water and power, didirakan pada tanggal 17 April 2002. Mengawali bisnis sebagai konsultan keuangan dan manajemen perusahaan memperluas sektor usaha kedalam bidang pembangkit listrik dan pengolahan air bersih pada tahun 2013, seiring berjalannya waktu perusahaan memperluas kembali kegiatan sektor usahanya sehingga pada tahun 2021 mengeluarkan produk AMDK dengan merk zayan. Pada implementasi penjualan zayan tidak pernah mencapai target penjualan, sehingga perusahaan mengalami kerugian. Oleh karena itu, dibuatkanlah perumusan strategi pemasaran yang tepat untuk penjualan produk AMDK tersebut. Penelitian menggunakan analisa SWOT dengan mengidentifikasi faktor internal (kekuatan dan kelemahan) serta mempertimbangkan faktor eksternal (peluang dan ancaman) di bisnis AMDK. Metode pengumpulan data dilakukan melalui kuisioner, wawancara dan observasi serta data-data lainnya yang dimiliki persahaan. Berdasarkan hasil Analisa SWOT, bahwa strategi yang sesuai adalah strategi penjualan yang mengoptimalkan kekuatan internal serta pemanfaatan jaringan group perusahaan dengan melakukan penjualan yang masiv kepada group-group perusahaan untuk meningkatkan brand image sebelum dilakukan penjualan kepada pihak eksternal.
Kata Kunci: Strategi Pemasaran, AMDK, Analisis SWOT
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