Strategies to Increase Market Share for Histopathological Equipment Products (Brand Sakura): Case Study in a Sole Agent Company

doi:10.25139/sng.v10i2.2864

Nadhatul Ulama University
Nadhatul Ulama University
UIN Sunan Ampel Surabaya

https://doi.org/10.25139/sng.v10i2.2864

Abstract views: 637 ,

PDF downloads: 262

Keywords: the market challenger, SWOT analysis, Internal Factor Analysis (IFAS), Eksternal Factor Analysis (EFAS), marketing strategy

Abstract

The purpose of this research is to evaluate marketing strategies that directly touch market leaders with to get marketing strategies to increase market share and become a market leader. This research uses qualitative and quantitative approaches. The analysis used was a descriptive analysis using the SWOT analysis instrument accompanied by IFAS and EFAS calculations. Data sources and types of research data consist of primary data and secondary data. Primary data were obtained from the results of focus group discussions, in-depth interviews, and questionnaires. Whereas secondary data was obtained from financial reports and relevant articles and literature. The results of the strategy enrichment using the SWOT analysis on the quantitative approach obtained that the company's position is in quadrant 3 namely WO quadrant with coordinates (-0.63; +1.47) so companies should implement a turnaround strategy, ie change their marketing strategy from direct hit to market leaders by improving after-sales service, improving the quality of their products, brand equity, support from top management and placing units in the Teaching Hospital. This research can provide practitioners with an overview in making strategic marketing decisions.

References

[1] K. K. R. Indonesia, "Pusat data dan informasi kementerian kesehatan RI,"
2015. [Online]. [Accessed Monday November 2019].
[2] K. K. R. Indonesia, "Peraturan Menteri Kesehatan Republik Indonesia No. 56 Tahun 2014," Kementerian Kesehatan Republik Indonesia, 2014. [Online]. Available: http://www.yankes.kemkes.go.id/assets/downloads/PMK%20No.%2056%20ttg%20Klasifikasi%20dan%20Perizinan%20Rumah%20Sakit.pdf. [Accessed Monday November 2019].
[3] Kotler, Philip and K. L. Keller, Pearson marketing management 14e,
Pearson: Pearson Education Limited, 2016.
[4] R. HM, "Analisis SWOT dalam Menentukan Strategi Pemasaran Udang
Beku PT. Mustika Mina Nusa Aurora Tarakan, Kalimantan Utara,"
Jurnal Galung Tropika, vol. 4, no. 1, pp. 60-67, 2015.
[5] I. Sulaeman, "Kualitas Pelayanan dan Strategi Marketing Terhadap
Kepuasan Pada Suria City Hotel Bandung," Jurnal Lentera Bisnis,
vol. 5, no. 2, pp. 77-103, 2016.
[6] D. F. Zafar, "The Art of Strategic Management – a key success in
corporate sector," European Journal of Research and Reflection in
Management Science, vol. 1, no. 1, pp. 15-24, 2013.
[7] A. D. GS, R. Dewi, Khusniyah and N. Qomariah, "Internal Factor Effect
in forming the success of Small Business," SINERGI, vol. 10, no. 1, pp.
13-21, 2020.
[8] I. C. Osita and I. O. R, "Organization’s stability and productivity the role
of SWOT analysis an acronym for strenght, weakness, oppurtunities and
threat," International Journal of Innovative and Applied Research, vol. 2,
no. 9, pp. 23-32, 2014.
[9] Ilyas and S. Zuhri, "Marketing Strategy Determination by SWOT and
ANP Approaches on Aceh Songket Small-Medium Enterprises,"
International Journal of Conceptions on Computing and Information
Technology, vol. 6, no. 1, pp. 8-13, 2018.
[10] S. M. Khoiroh, "Optimalisasi Pengembangan Kampung Industri Batik
Tulis Daerah berdasarkan Mapping Value Chain," in Seminar dan
Konferensi Nasional IDEC 2017, Surakarta, 2017.
[11] A. Refaie and S. E, "Integration of SWOT and ANP for effective strategic planning in the cosmetic industry," Advances in Production Engineering & Management, vol. 11, no. 1, pp. 49-58, 2016.
[12] Z. Zivkovic and D. Nikolic, "Analytical Network Process in the Frame
work of SWOT Analysis for Strategic Decision Making (Case Study:
Technical Faculty in Bor, University of Belgrade, Serbia)," Acta
Polytechnica Hungarica, vol. 12, no. 7, pp. 199-216, 2015.
[13] F. Rangkuti, Teknik Membedah Kasus Bisnis Analisis SWOT, Cara
Perhitungan Bobot, Rating, dan OCAL, Jakarta: PT Gramedia Pustaka
Utama, 2017.
[14] H. Brege and D. Kindstrom, "Exploring proactive market strategies,"
Industrial Marketing Management, vol. 1, no. 1, pp. 1-14, 2019.
[15] De Mortel, Kevin and T. Crispeels, "International university-university
technology transfer: Strategic management framework," Technological
Forecasting and Social Change, vol. 135, no. 1, pp. 145-155, 2018.
[16] T. L. Wheelen and D. H. J, Strategic Management and Business Policy
Toward Global Sustainability Thirteenth Edition, 2015.
[17] R. P Stephen and M. Coulter, Manajemen, Jakarta: Erlangga, 2014.
[18] Pearce and Robinson, Management Strategik, Jakarta: Salemba Empat,
2013.
[19] H. H. Chang and W. C. Huang, "Application of a Quantification SWOT
Analytical Method," Mathematical and Computer Modelling, vol. 43, no.2,
pp. 158-169, 2006.
[20] T. Sammut-Bonnici and D. Galea, "SWOT Analysis," Willey Encyclopedia
of Management, vol. 1, no. 1, pp. 1-8, 2015.
[21] B. Phadermrod, R. M. Crowder and G. B. Wills, "Importance-Performance
Analysis based SWOT analysis," International Journal of Information
management, vol. 44, no. 1, pp. 194-203, 2019.