Quantitative Strategic Planning Matrix Pemasaran Air Minum dalam Kemasan

Abstract

Baros is a brand for bottle drinking water products, which are located in Serang, Banten. The problem that occured was a decline in sales of Baros because their existence had not been able to compete with competitor’s products. In order to compete with competitors, Baros must establish a marketing strategy. The purpose of this research is to determine the right marketing strategy. The method used was QSPM. The result found that from a combination of 6 opportunities, 6 threats, 10 strengths and 5 weaknesses, obtained 5 tactical strategies. From the five tactical strategies, the one with the highest TAS value was selected. The highest TAS value was 6,26 is in the second strategy, it is: increasing sales through social media and online shops, which can be chosen as a new Baros’ marketing strategy.