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All Journal Daengku: Journal of Humanities and Social Sciences Innovation
Mohammad Rehan Firdaus
Management Department, Economic and Businees Faculty, Universitas Trunojoyo Madura, Bangkalan, 69162, Indonesia
Humanities Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Other

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SWOT Analysis in Determining Marketing Strategy at PT. Sejahtera Wahana Gemilang (Chitose Surabaya) Miftahul Jannah; Mohammad Rehan Firdaus
Daengku: Journal of Humanities and Social Sciences Innovation Vol. 2 No. 6 (2022)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (333.037 KB) | DOI: 10.35877/454RI.daengku1319

Abstract

The purpose of this study is to find an alternative formula for a competitive marketing strategy by using the SWOT (Strength, Weakness, Opportunity, Threat) analysis method at PT. Prosperous Wahana Gemilang. The SWOT analysis uses the IFAS (Internal Factor Analysis Strategic) matrix for describe the company's strengths and weaknesses. The following matrix uses the EFAS (External Factor Analysis Summary) matrix, which represents the company's opportunities and threats, and the last matrix uses the IE matrix ( Internal External),to shows the company's current position. From the analysis that has been obtained, PT. Sejahtera Wahana Gemilang gets the highest score of 0.60 on the strength factor and 0.30 on the weakness factor. On the opportunity factor, the highest score is 0.60, and the threat factor gets the highest weighted score of 0.36. The average score on the IFAS matrix receives a value of 3.46, and the EFAS matrix gets a value of 3.66. These results put PT. Sejahtera Wahana Gemilang is in quadrant I, and the marketing strategy applied is an aggressive growth strategy.
Co-Authors Miftahul Jannah