DAFTAR ISI

DAFTAR ISI.......................................................................................................
DAFTAR TABEL............................................................................................... iii
DAFTAR GAMBAR.......................................................................................... iv

I. PENDAHULUAN
1.1. Latar Belakang Masalah................................................................ 1
1.2. Identifikasi Masalah....................................................................... 6
1.3. Rumusan Masalah.......................................................................... 6
1.4. Tujuan Penelitian........................................................................... 7
1.5. Manfaat Penelitian......................................................................... 7
1.6. Batasan Masalah............................................................................ 8

II TINJAUAN PUSTAKA, KERANGKA PEMIKIRAN

2.1 Landasan Teori.............................................................................. 9
2.1.1 Manajemen......................................................................... 9
2.1.2 Manajemen Strategik......................................................... 9
2.1.2.1 Pengertian Manajemen Strategik......................... 9
2.1.2.2 Pola Pikir Strategik.............................................. 10
2.1.2.3 Konsep dan Penyusunan Manajemen Strategik..... 12
2.1.2.4 Manfaat Manajemen Strategik............................. 12
2.1.3 Pemasaran (Marketing) ..................................................... 13
2.1.3.1 Pengertian Pemasaran.......................................... 13
2.1.3.2 Fungsi Pemasaran................................................ 13
2.1.4 Bauran Pemasaran ( Marketing Mix ) ............................... 14
2.1.4.1 Variabel-variabel Bauran Pemasaran
( Marketing Mix ) ............................................... 14
2.1.5 Strategi Pemasaran............................................................. 16
2.1.5.1 Pengertian Strategi Pemasaran............................. 16
2.1.5.2 Tujuan Strategi Pemasaran.................................. 16
2.1.5.3 Jenis Strategi Pemasaran...................................... 16
2.1.6 Volume Penjualan.............................................................. 18
 2.1.7 Analisis SWOT (Strength, Weakness, Opportunity
And Threat) ....................................................................... 18
2.1.7.1 Pengertian Analisis SWOT.................................. 18
2.1.7.2 Tujuan Analisis SWOT........................................ 19
2.1.7.3 Matriks SWOT..................................................... 19
2.2 Penelitian Terdahulu...................................................................... 21
2.3 Kerangka Pemikiran...................................................................... 22

III METODE PENELITIAN

3.1 Pendekatan Penelitian....................................................................
3.2 Lokasi dan Waktu Penelitian......................................................... 23
3.3 Tekhni dan Instrumen pengumpulan Data..................................... 23
3.3.1 Data Primer........................................................................
3.3.2 Data Sekunder....................................................................
3.4 Metode Analisis............................................................................. 25
3.4.1 Alat Analisis Data.............................................................. 25

IV. HASIL DAN ANALISIS PENELITIAN

4.1 Gambaran Umum Perusahaan....................................................... 30
4.1.1 Sejarah Singkat Perusahaan Kopi Bubuk Robusta
Lampung Coffe.................................................................. 30
4.1.2 Struktur Ogranisasi Perusahaan Kopi Bubuk Robusta
Lampung Coffe.................................................................. 30
4.2 Temuan Penelitian ........................................................................ 31
4.2.1 Analisis SWOT.................................................................. 31
4.2.1.1 Analisis Lingkungan Internal............................... 31
4.2.1.2 Analisis Lingkungan Eksternal............................ 32
4.2.1.3 Matriks IPAS (Internal Factor Analisys
Summary)............................................................. 34
4.2.1.4 Matriks IPAS (Eksternal Factor Analisys
Summary)............................................................. 38
4.2.1.5 Matriks SWOT..................................................... 43
V. KESIMPULAN DAN SARAN
5.1 Kesimpulan ............................................................................. 49
52. Saran ............................................................................. 49

DAFTAR PUSTAKA
LAMPIRAN