Analisis Strategi Pemasaran Untuk Meningkatkan Daya Saing Pada Home Indusrti Kapuk Kasur Di Dusun Nenggung Desa Paokmotong Kecamatan Masbagik

Abstract

This research aims to see how the analysis marketing strategies to increase competitiveness in conventional marketing against home industry of kapuk kasur in Nenggung hamlet for year 2020. Was descriptive qualitative resarce with case study method. This research was conducted at home industry of Kapuk kasur in Nenggung hamlet Paokmotong village. The subject participant of this study were the owner of home industry Kasur Kapuk. The type of this research were primary and skunder datasecondary data that was collected with observation, interview, and documentation method. The technique of data analysis ased miles and hubermen model and technique SWOT analysis also. After alayzing the data, it can be concluded that strategy can applied by home industry Kasur Kapuk  have’nt yet maximal, and the position in Turn Around which faced several internal weakness strategy that was used by the home industry to upgrade the competitiveness with resolve for all internal weakness as best possible to take existing opportunities.