| dc.description.abstract | To face the competition company have to do the good business strategy, because many company have grow and very competitive, taken from the background of this matter the writer wants to take the tittle " Analysis Of Marketing Strategy In Kusumatex Textile Company, Yogyakarta.
The aim of the research is to know the business position and what kind of competitive strategy that suitable for Kusumatex textile company to face the competition. In this research, writer using MDTI matrix analysis with 5 scale (likert scale) the step in matrix MDTI analyze is identificate the internal and external variable, mark the internal and external variable , and decide the company position. Besides those, the writer also using SWOT matrix to describe the alternative strategy for more detail and clear for the company. The result of those analysis will be marger to get grand strategy for'the company.
Result of this research showing that the company has mark for external variable is 2,737 and mark of internal variable is 2,872. The company business position is in the cell growth selective category ( medium ), the strategy implication for the company are grow according to market segment, specialization, and selective investation. Then the result of SWOT analysis are S-0 alternative strategy ( the company to make the effort use power and chance ), W-0 strategy ( generally the company back turn around, it is handle the internal weakness to gain the chance ), S-T strategy ( the company creates a synergy using their power to face the threath), W-T strategy ( the company implement this strategy with minimalized the weakness avoid the threath ). The result of those analysis, the writer got grand strategy for the company, to grow according the market segment is focus to the a kind of segment. Keeping the specialization with increase quality service for customer. Selective investation is recommended to use modern technology to got quality product. | en_US |
