Analisis Strategi Pemasaran Dalam Upaya Meningkatkan Volume Penjualan Pada Rose Collection Manado

Abstract

This study aims to find out the most appropriate marketing strategy to be applied by the Manado Rose Collection in an effort to increase its sales volume. This research is a descriptive qualitative research in detail describing the state of the company in its business activities through the method of observation, interviews, and documentation. By using marketing tools namely marketing mix 4P consisting of products, price, promotion, and place, and then analyzed using the SWOT analysis method consisting of strengths, weaknesses, opportunities, and threats. From the analysis it has been found that Rose Collection applies the 4P marketing strategy by offering products of good quality and variety, offering competitive prices with similar companies, conducting promotions through various media, and determining strategic locations. The results of the SWOT analysis state that Rose Collection can already compete in a competitive competition market. Based on the analysis of the company's internal and external factors, the company's position supports being in the growth phase, by implementing an SO (Strength-Opportunity) strategy by continuing to focus on maintaining and improving product quality, maintaining customer trust, utilizing existing technology, and enhancing good relations with supplier.