| Summary: | CV Mustka Flamboyant is a company which engages in beverage industry. It produces drinking product with lemon as the basic ingredients. The product called Jeniper. Jeniper is quite well-known in its origins, but unfortunately not outside the city. This is caused by CV Mustika Flamboyant's promotional strategies which was not really intensive.
This issue attracted the author�s attention to conduct research about marketing�s Jeniper. The reseacrh analyzed Jeniper�s marketing strategy and made additional strategy for CV Mustika Flamboyant. The author also used I-E matrix analysis to determine the position of the company on IE quadrant. This research used both quantitive and qualitative approach as the research methods. Meanwhile, author used SWOT analysis which consists of of S(strengthness), W(weakness), O(opportunities), and T(Threatness). Questionnaire was used as a tool to assess the current condition of the company in accordance with the concept of SWOT. The questionnaire was disseminated to CV Mustika Flamboyant's employees and Jeniper's consumers.
The result of the questionnaire showed that CV Mustika Flamboyant located in the first quadrant in the IE matrix. It means that CV Mustika Flamboyant is in the growth strategy. Growth strategy was designed to achieve growth in sales, assets, profit, or the combination of all three. Last but not least, author recommended CV Mustika Flamboyant to continue innovating in promoting Jeniper so it can dominate both local market and the market outside its origin.
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