MARKETING STRATEGY OF PACKAGED DRINKING WATER USING QUANTITATIVE STRATEGIC PLANNING MATRIX AT PT MUAWANAH AL-MA'SOEM

Iman Firmansyah; Zaenudin Tachyan; Muhamad Irsyad Raspaty

Iman Firmansyah Faculty of Engineering, Pasundan University
Zaenudin Tachyan Faculty of Economy, Mandiri University
Muhamad Irsyad Raspaty Faculty of Economy, Mandiri University

Keywords: Marketing, SWOT, QSPM, The best strategy.

Abstract

Muawanah Al-Ma'soem is one of the companies that produce Packaged Water located in Bandung Regency. The marketing of this product is carried out in various regions in West Java, one of which is in the Bandung Regency area. However, the current marketing is less effective in increasing sales volume. Moreover, in the Bandung Regency area, many competing companies also enter the same market. Therefore, it is necessary to improve the marketing strategy by considering the company's strengths, weaknesses, opportunities, and threats. By using SWOT, it will produce several alternative strategies that can be used by companies in carrying out marketing activities. From several alternative strategies, there is the best strategy will be selected using the QSPM (Quantitative Strategic Planning Matrix) method, so the best strategy is obtained to be applied by the company in increasing its sales volume.