Strategi Pemasaran RSUD H Abdul Manap Kota Jambi

Anastasia Yekti Heningnurani

Abstract


ABSTRAK

Pada studi kasus ini, dilakukan perumusan rancangan strategi pemasaran RS H Abdul Manap, dengan mempertimbangkan analisis situasi yang diperoleh dari seluruh faktor eksternal dan internal. Dengan analisis SWOT dapat ditentukan peluang dan ancaman, serta kekuatan dan kelemahan yang ada. Dari hasil tersebut diketahui bahwa posisi RS HAM ada pada kuadran adalah pada kuadran 2, yaitu hold and maintain. Dengan memperhatikan kesesuaian antara Road map jangka panjang rumah sakit yang ada dengan analisis situasi dan posisi yang didapatkan, sehingga dapat dilakukan penyusunan dan penetapan strategi pemasaran secara tepat dengan melakukan bauran pemasarannya atau marketing mix, yaitu product, place/distribution, price, dan promotion.

 

ABSTRACT

In this case study, the formulation of the marketing strategy draft of the H Abdul Manap Hospital was carried out, taking into account the situation analysis obtained from all external and internal factors. With SWOT analysis opportunities and threats can be determined, as well as existing strengths and weaknesses. From these results it is known that the position of the HAM Hospital is in the quadrant in quadrant 2, which is hold and maintain. By paying attention to the suitability of the existing long-term road map of the hospital by analyzing the situation and position obtained, so that it can be done formulating and defining the marketing strategy appropriately by carrying out its marketing mix or marketing mix, namely product, place / distribution, price and promotion.


Keywords


situation analysis; strategy; marketing mix

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DOI: http://dx.doi.org/10.7454/arsi.v5i3.2897

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