Marketing Development Strategy to Increase Sales at Tiga Putra Store in Bengkalis

Abstract

This study aims to see the development strategies that have been used by the Toko Tiga
Putra by using the STP strategy, marketing mix and also using a SWOT analysis. The research
method used is descriptive qualitative method. The results of this study concluded that the Tok
o Tiga Putra. Several test methods are the steps of the SWOT analysis test, including using the
IFAS Matrix, EFAS Matrix, and SWOT Diagram. The result value of the IFAS matrix test (2.95)
is used as the X growth in the SWOT diagram and the EFAS matrix test result value (2.80) is
used as the Y growth in the SWOT diagram. The Toko Tiga Putra marketing strategy currently
applies the STP strategy, namely segmentation, Targeting, positioning. In the marketing mix
strategy there are several ways for the Toko Tiga Putra to determine the strategy including the
following: product strategy, price, distribution, promotion.