ANALISIS IMPLEMENTASI STRATEGI PEMASARAN MELALUI SEGMENTASI PASAR DALAM RANGKA MENINGKATKAN PENJUALAN PRODUK (Studi Deskriptif Kualitatif Pada PT.Bintang Eka Mandiri Tupperware, Cabang Pangkalpinang)

Abstrak

          This study aims to analyze marketing strategies at PT. Bintang Eka Mandiri uses the concept of market segmentation applied by the company. Then to find out the results of the analysis of Strength (Weakness), Weakness, Opportunities, and Challenges (Threat) and the description of the strategy so that it can be applied to increase product sales. By using SWOT, Matrix, EFAS, and IFAS research techniques. This research uses qualitative methods, namely case studies that produce descriptive data as outlined in words. Data collection techniques in this study the author made a direct visit to PT. Bintang Eka Mandiri to conduct personal interviews with the Managing Director Mr. Hotler and equipped with sales data several years back. The conclusion of the analysis conducted on the marketing strategy of PT. Bintang Eka Mandiri is a company that has carried out the marketing strategy correctly and precisely and in the calculation of the SWOT analysis the company's internal and external analysis can be obtained that is the main strategy of PT. Bintang Eka Mandiri is a Growth strategy. Which is PT. Bintang Eka Mandiri can maintain and improve product quality so that people continue to believe in Tupperware products. Then deepen relationships with partners to create good relationships and make attractive promotions to increase sales of Tupperware products. Based on the SWOT matrix, we can conclude several developments through consideration of the company's internal and external factors that can be useful for the progress of PT. Bintang Eka Mandiri.