Analisis Efektivitas Strategi Pemasaran di Amrita's Bouquets
Abstract
Gifts are an important part of commemorating certain moments. The many choices of prizes that exist make every entrepreneur have to think carefully to compete with competitors. Currently, bouquets are included in the choice of gifts that are in great demand by people in commemorating every moment that exists. Amrita's Bouquets is an online business that focuses on selling bouquets. Amrita's Bouquets provides a wide selection of bouquets made according to consumer tastes and requests. However, with COVID-19 and a lack of existing marketing, revenue for Amrita's Bouquets has been quite low. Therefore the purpose of this research is to be used in order to survive in the course of business by using the right strategy. Therefore, to analyze the effectiveness of the marketing strategy, analysis techniques are needed from the company's internal factors and company's external factors. This research was conducted using a descriptive method and the data used were qualitative data. Retrieval of this data using a pre-survey method through google forms and interviews. The informants in this study are people who like to give bouquets and the owner of Amrita's Bouquets. The steps that will be carried out are collecting data using the Internal Factors Analysis Summary (IFAS) and External Factors Analysis Summary (EFAS) methods, then combining them in the Strategic Factors Analysis Summary (SFAS) and conducting analysis using the GE Matrix and the SWOT Matrix. The result of this research is that the marketing strategy implemented by Amrita's Bouquets has been effective in increasing its sales.
Keywords: marketing strategy, IFAS, EFAS, SFAS, GE Matrix, and SWOT Matrix.
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