STRATEGI MEMBANGUN BRAND IMAGE DALAM MENINGKATKAN DAYA SAING AYAM GREPEK JUARA MELALUI TEKNIK ANALISA SWOT DAN BUSINESS MODEL CANVAS

Sholichin, Muchammad (2022) STRATEGI MEMBANGUN BRAND IMAGE DALAM MENINGKATKAN DAYA SAING AYAM GREPEK JUARA MELALUI TEKNIK ANALISA SWOT DAN BUSINESS MODEL CANVAS. Tesis thesis, Sekolah Tinggi Ilmu ekonomi Indonesia Jakarta.

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Abstract

ABSTRAK Penelitian ini untuk menganalisis alternatif strategi brand image PT. Ayam Geprek Juara melalui analisa SWOT dan bisnis model kanvas dalam menghadapi persaingan dengan para kompetitor. Berdasarkan pada jenis dan metode penelitian, maka jenis penelitian yang dilakukan adalah penelitian deskriptif kualitatif yaitu pengumpulan data untuk diuji atau menjawab pertanyaan dari subjek penelitian dengan melalui pengumpulan melalui daftar pertanyaan dalam survei, wawancara atau observasi serta analisis bisnis model kanvas, analisa SWOT dan matriks IE. Hasil penelitian diketahui bahwa posisi PT. Ayam Geprek Juara (AGJ) berada pada kuadran tiga yaitu pertumbuhan. Adapun strategi yang disarankan adalah pengembangan adalah merubah taktik atau strategi pengembangan yaitu dengan inovasi produk dan juga penguatan brand image. Sedangkan dari sisi alternatif strategi untuk meningkatkan daya saing melalui brand image adalah dengan cara memberdayakan investor dan lokal sebagai pemasar, melakukan promosi secara kontinu agar brand image Ayam Geprek Juara (AGJ) tidak mati, serta memperbanyak outlet sehingga papan iklan akan semakin banyak. Kata Kunci : SWOT Analisis, Bisnis Model Canvas, Brand Image ABSTRACT This research is to analyze the alternative brand image strategy of PT. Ayam Geprek Juara through SWOT analysis and business model canvas in the face of competition with competitors. Based on the type and research method, the type of research conducted is descriptive qualitative research, namely collecting data to be tested or answering questions from research subjects by collecting through a list of questions in surveys, interviews or observations as well as business model canvas analysis, SWOT analysis and IE matrix . The results of the study found that the position of PT. Ayam Geprek Juara (AGJ) is in the third quadrant, namely growth. The suggested strategy is development is to change tactics or development strategies, namely by product innovation and also strengthening brand image. Meanwhile, in terms of alternative strategies to increase competitiveness through brand image, empower investors and locals as marketers, carry out continuous promotions so that the Ayam Geprek Juara (AGJ) brand image does not die, and increase outlets so that there will be more billboards. Keywords : SWOT Analisis, Bisnis Model Canvas, Brand Image

Item Type:	Thesis (Tesis)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Sakti, Indra 8894080018 UNSPECIFIED Thesis advisor Alexandri, Beni 0018107307 UNSPECIFIED
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S2 Manajemen
Depositing User:	MUCH SHOLICHIN
Date Deposited:	22 Nov 2022 10:07
Last Modified:	22 Nov 2022 10:07
URI:	http://repository.stei.ac.id/id/eprint/8880

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