Analisis Bauran Pemasaran dalam Persaingan Usaha (Studi Kasus pada Usaha Counter Handphone di Sekitaran Jalan Sisingamangaraja Kec. Sidikalang, Kab. Dairi)

Abstract

This study aimed to identify, analyze comparative application of the marketing mix applied in the marketing of the competition by each business phone counter in Sisingamangaraja, Sidikalang, Dairi. The method used in this research is a comparative study with a qualitative analysis of the marketing mix, SWOT Matrix, Internal Factor Evaluation (IFE Matrix), External Factors Evaluation (EFE Matrix), and SPACE Matrix. The results showed that in every counter mobile phone has its strengths and weaknesses in each of the marketing mix to increase competition. Tiara Ponsel business has strength for product, price and distribution locations and has a weakness in the promotion product , Gakomsel still has weaknesses in marketing strategy and Amin Ponsel has strength of product strategy, promotion and location as well as having a weakness in price.