PENERAPAN STRATEGI PEMASARAN PADA PERUSAHAAN KUE DI USAHA DAGANG SURYA ALAM BAKERY (Studi Kasus di Desa Kanigoro, Kecamatan Kras, Kabupaten Kediri)
ABSTRACT Research executed is case study, where in gathering, retrieval and data analysis executed by performing observation directly to research object for the purpose of that data obtained and complete description as according to problem faced. As for this research headline is “ Applying of Marketing strategy at Cake Company in Trade Business Surya Alam Bakery” (Case study in Desa Kanigoro, District of Kras, Kabupaten Kediri). This Purpose research to know position of correct company and marketing strategy at cake company Surya Alam Bakery to increase company volume of trading. Research usefulness which wish to be reached especially for company that is as component of input which is of benefit to company to be able to evaluate policy or strategy applied. Analyzer applied in this research that is by using analysis SWOT, IFAS, and EFAS. Based on result of research and solution which has been executed hence can pulled conclusion that is result of obtainable internal area analysis of result the is company strength of that is service, discount, direct marketing channel, transportation of shelf distribution cost of product, personal selling, and neon box. While which is company weakness of that is about the price of cake “Cake” and advertisement through local radio. Result of obtainable external environment analysis of result that factor which is company opportunity that is about chartered investment counsel factor, government, demography, and technology. While factor which is threat from company that is existence of competitor especially conspecific company. Strategy which able to be applied that is by applying extension strategy of market or market expansion, by way of that is sighting returns to fixation to sell product especially for cake “cake” and adds promotion through advertising in local radio . Suggestion which can be submitted from result of research that is expected company to anticipate or faces emulation happened hence expected company to apply all kind of strength owned so that can give a satisfaction maximally to consumer.