Impact Marketing Strategy Using Swot Analysis
DOI:
https://doi.org/10.30640/digital.v5i1.5817Keywords:
Marketing Strategy, Opportunity, Strength, Threat, WeaknessAbstract
Marketing strategy is one of the key tools for companies to face market competition. Basically, a marketing strategy seeks to match a company’s internal capabilities with external opportunities available in the market. However, companies also need to recognize their strengths and weaknesses in competition. This will greatly assist companies in understanding themselves, utilizing every available opportunity, and avoiding or minimizing threats. In determining competitive strategies and making decisions, a manager must identify the company’s weaknesses, strengths, threats, and opportunities, as well as recognize the competitive advantages that rivals may possess. Therefore, companies must pay attention to factors that can affect their survival, both external and internal factors.In order to formulate an appropriate marketing strategy, it is necessary to identify the strengths, weaknesses, opportunities, and threats faced by the company. For this reason, this research was conducted with a focus on determining a marketing strategy that is suitable for the company’s condition amid competition. The research was conducted as the housing developer, using a descriptive method with respondents consisting of 13 decision-makers who have an understanding of market conditions. The data collection instrument used was a structured questionnaire with closed-ended questions.Based on the SWOT analysis, which consists of the internal environment (strengths and weaknesses) and the external environment (opportunities and threats), the following total scores were obtained:
- Total Strength Score: 3.300
- Total Weakness Score: –3.029
- Total Opportunity Score: 3.155
- Total Threat Score: –2.586
The results of this study indicate that the company’s position is in a growth stage (GROWTH). Therefore, the recommended strategy. Emphasizing the expansion of housing type options with a wide range of prices.
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