Strategi Bersaing Perusahaan Genteng Massokka dalam Meningkatkan dan Mempertahankan Pangsa Pasar

Abstract

The aim of this research is to study the new marketing strategy of Perusahaan Genteng Massokka. By evaluate the internal and external variable. Considering that Perusahaan Genteng Massokka was a long established company and because there were a lot of new companies that treathen it existance. Therefore require a new marketing strategy to maintain and enhance a market share. The data, in this study, were collected by interview, observation, questionnares, and recent review. The datas were proceced by using MOTi (Matriks Daya Tarik Industri). MOTi tried to explain the market position of the Perusahaan Genteng Massokka by decomposition it into strategic business unit (SBU) and pursuant to yield product. The data were analyzed by qualitatively and quantitatively. Based on this research, it can be concluded that the market positition of Perusahaan Genteng Massokka were located in the middle of the other companies. Perusahaan Genteng Massokka indicates the adequately prospective business oppurtunites to develop by increasing its own strength and supporting its weakness.