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All Journal JPM17: Jurnal Pengabdian Masyarakat Jurnal Akuntansi dan Pajak IJEBD (International Journal Of Entrepreneurship And Business Development) Media Mahardhika Abdimas Umtas : Jurnal Pengabdian kepada Masyarakat J-Dinamika: Jurnal Pengabdian Kepada Masyarakat Jurnal Pendidikan dan Konseling International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ilmiah Edunomika (JIE) Budimas : Jurnal Pengabdian Masyarakat EkoBis: Jurnal Ekonomi & Bisnis Benchmark Equity: Jurnal Akuntansi JURNAL BARUNA HORIZON Riwayat: Educational Journal of History and Humanities Journal of Managerial Sciences and Studies Tax and Finance Escalate : Economics and Business Journal Semeru Jurnal Pengabdian Masyarakat Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Journal of Multidisciplinary Sustainability Asean
Enny Istanti
Fakultas Ekonomi Bisnis Universitas Bhayangkara Surabaya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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A SWOT-Based Approach to Smartphone Marketing: Insights from Dunia Cell Surabaya Rika Amalia Putri; Muslichah Erma Widiana; Enny Istanti
Escalate : Economics and Business Journal Vol. 3 No. 02: Strategic Innovation and Governance in Modern Business Systems: Integrating Technolog
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v3i02.278

Abstract

This study analyzes Dunia Cell Surabaya's marketing strategies using a SWOT framework to assess internal and external factors affecting smartphone sales. Employing a qualitative descriptive approach, data were collected through interviews, observation, and documentation, and then analyzed thematically. Results reveal that product diversity, service quality, and employee competence serve as key strengths, while limited digital marketing and high prices are significant weaknesses. Opportunities arise from Indonesia’s stabilizing economy and increasing smartphone adoption, whereas threats include fierce competition and shifting consumer behavior. The SWOT matrix positions Dunia Cell in Quadrant I, indicating a growth-oriented strategy. To sustain competitiveness, the firm should enhance its e-commerce presence, improve pricing strategies, and diversify product offerings. The study contributes to the SME marketing literature by integrating SWOT analysis with insights on digital transformation, offering actionable strategies for retail adaptation in Indonesia’s dynamic smartphone market.
Co-Authors Achmad Daeng GS Achmad Daengs Achmad Daengs Gatot Soeherman Achmad Daengs GS Achmad Daengs GS* Andini Ayu Pratiwi Diana Zuhro Endar Rafitri A’yun Joyta Firdaus Sururia Ulfah GS , Achmad Daengs I Gede Wiyasa Indi Nuroini Indi Nuroini Indi Nuroini Kristiawati, Indriana Maria Yovita Yovita R Pandin Moch Rachmandany Firmansyah Muslichah Erma Widiana Nurul Iman Nurul Qomari R.M. Bramastyo Kusumo Negoro Retno Susanti Rika Amalia Putri Rina Dewi RM Bramastyo KN RM BRAMASTYO KUSUMO NEGORO RM Bramstyo KN Ruchan Sanusi Ruchan Sanusi Suci Dewi Retnani Sutini Sutini Sutopo Thomas Stefanus Kaihatu