STRATEGI DAN KEBIJAKAN PEMASARAN KAIN TENUN IKAT DI KOTA AMBON

Abstract

Abstract; The main reason in this research is to study the SWOT regarding the marketing mix while determining marketing strategies and policies. In addition it is necessary to look closely at the problems faced by the companies, specifically regarding marketing strategies and policies so far. For this reason, this research was conducted with the aim of finding out how weaving companies can determine the right marketing strategies and policies. To achieve the objectives of this research, the data used are
primary data, in the form of sales data, production processes, strategies and policies in the marketing mix that have been applied so far. Data that has been collected, analyzed systematically using qualitative analysis, to study the marketing strategies and policies of the company's products. The results of the analysis show that the marketing strategy that should be taken is the Market Development Strategy, besides that it also needs to be
supported by policies adopted, among others, need to find new markets, need intensive promotion, and need to add sales force.

Keywords: marketing strategy, marketing policy, SWOT analysis.