Impact Marketing Strategy Using SWOT Analysis
DOI:
https://doi.org/10.30640/digital.v5i1.5788Keywords:
Marketing Strategy, Opportunity, Strength, Threat, WeaknessAbstract
Marketing strategy is a crucial instrument for companies to compete effectively in dynamic market environments. It aims to align internal organizational capabilities with external market opportunities while also recognizing competitive strengths and weaknesses. Understanding these elements enables companies to maximize available opportunities and reduce potential threats. Managers must carefully evaluate internal and external conditions, including strengths, weaknesses, opportunities, and threats, to determine appropriate competitive strategies and maintain business sustainability. Therefore, identifying factors that influence company performance is essential in formulating an effective marketing strategy. This research focuses on determining a suitable marketing strategy for a housing developer facing competitive market conditions. The study applies a descriptive research method involving 13 respondents who are decision-makers with strong knowledge of market trends. Data were collected using structured questionnaires containing closed-ended questions to ensure consistent and measurable responses. The results of the SWOT analysis reveal that the company’s total strength score is 3.300, while the weakness score is –3.029. The opportunity score reaches 3.155, and the threat score is –2.586. These findings indicate that the company is positioned in the growth stage. Therefore, the recommended strategy is to prioritize business expansion by offering a wider variety of housing types with diverse pricing options to attract broader market segments and enhance competitiveness.
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