Track: Engineering Management
Abstract
This research was conducted in one of the computer embroidery businesses in Agam, West Sumatra. This business produces and markets products such as embroidery logos and clothing. Based on the results of preliminary observations, it is known that there is a decrease in sales levels. This is influenced by various marketing factors, including the absence of a selling price agreement, the Covid-19 pandemic, limited access to production reviews, and the use of social media that is not optimal in promoting. This study aims to obtain alternative strategies that can be done in marketing and to obtain marketing priority strategies in computer embroidery businesses. This study used the SOAR and QSPM methods. The SOAR method is a method carried out to analyze internal and external factors to obtain alternative marketing strategies. While the QSPM method is a method carried out to obtain a marketing priority strategy. Based on the results, 11 alternative strategies were obtained. The priority was to improve the quality and variety of product offerings and optimize promotions to increase sales, with a TAS score of 7,310.This research was conducted in one of the computer embroidery businesses in Agam, West Sumatra. This business produces and markets products such as embroidery logos and clothing. Based on the results of preliminary observations, it is known that there is a decrease in sales levels. This is influenced by various marketing factors, including the absence of a selling price agreement, the Covid-19 pandemic, limited access to production reviews, and the use of social media that is not optimal in promoting. This study aims to obtain alternative strategies that can be done in marketing and to obtain marketing priority strategies in computer embroidery businesses. This study used the SOAR and QSPM methods. The SOAR method is a method carried out to analyze internal and external factors to obtain alternative marketing strategies. While the QSPM method is a method carried out to obtain a marketing priority strategy. Based on the results, 11 alternative strategies were obtained. The priority was to improve the quality and variety of product offerings and optimize promotions to increase sales, with a TAS score of 7,310.
Keywords:
Marketing, SOAR, Quantitative Strategic Planning Matrix (QSPM)