• Agus Setyawan
  • Susi Widiatmi


Marketing Strategi, PT. Madubaru, Bantul Regency


This research is conducted with the aim of knowing what alternative marketing strategy is appropriate in PT. Madubaru. The resarch uses data collection techniques by interview and observation data analysis using FRED R.DAVID concept through 3 strategy formulation that is early stege using IFAS and EFAS matrix.the next step using SWOT amd IE matrix to get alternativ strategy final stage using QSPM matrix. Based on the results of IFAS and EFAS, it can be found that the total summary for IFAS is 2,5758 while for EFAS is 3,289. On the level using the SWOT matrix. There are a few alternative strategy possibilies of using strengths to seize opportunities, using opportunities to handle weaknesses using streng to avoid threat and to minimalize. Based on the internal exsternal matrix (IE) it is found that PT. Madubaru is at the level of growth and establishment. The approprirate strategy on this position is the market penetration, market development and product product development strategies. Based on the result of QSPM, the companies decision stage should employ the main alternative strategy, which is the product development strategy with the total amout of interest TAS ia 6,53.


Download data is not yet available.


Ananta, Rizal A. 2015.Analisis Strategi Pemasaran Pt. Madubaru Yogyakarta. Tugas Akhir. Rogram Studi Manajemen Pemasaran-D3 Fakultas Ekonomi Universitas Negeri Yogyakarta.

Andries, Fredikck R. 2007. Perumusan Strategi Pemasaran Berdasrkan Analisis Swot. Skripsi. Program Studi Manajemen Fakultas Ekonomi Universitas Santa Dharma Yogyakarta.

Basu, Swastha dan Irawan. (2008). Manajemen Pemasaran Modern. Yogyakarta: Liberty Yogyakarta.

Daft, Richard l. 2000 Managemen, fifth edition. Orlando : The Dryden Press

Danang, Sunyoto. (2012). Dasar-Dasar Manajemen Pemasaran. Yogyakarta: CAPS (Center of Academic Publishing Service).

David, Fred R,2009, Manajemen Strategis. Sal emba Empat Jakarta.

David, Fred R. 1998. Strategi Manafemen, Edition London : Prentice Hall International Limited

David, Fred R. 2012. Strategic Management (Manajemen Strategis Konsep). Penerbit: Salemba Empat. Jakarta.

Dhanovan, Muhammad D. 2016. Analisis Strategi Bersaingmobil Suzuki. Skripsi. Fakultas Ekonomi dan Bisnis Universitas lampung Bandarlampung.

Griffin, Ricky W dan Ebert, Ronald J. (2003). Bisnis, Edisi Keenam, Jilid 2. Jakarta: Indeks.

Grifin, Rici W Ronal J Ebert. 2007. Bisnis Edisi 8. Jakarta: Erlanga.

Hunger, David dan Wheelen L. Thomas. 2003. Management Strategis; Alih Bahasa Julianto Agung S. SE., S. Kom – Edisi II – Yogyakarta: Andi



How to Cite

Setyawan, A., & Widiatmi, S. (2019). STRATEGI PEMASARAN DI PT. MADUBARU KABUPATEN BANTUL. Jurnal Ilmiah Agritas, 2(2), 64–74. Retrieved from




Citation Check

Most read articles by the same author(s)

1 2 > >>