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All Journal JKIE (Journal Knowledge Industrial Engineering) Juriti Prima (Jurnal Ilmiah Teknik Industri Prima)
Jufri Antoni
Universitas Prima Indonesia
Agriculture, Biological Sciences & Forestry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Industrial & Manufacturing Engineering Mechanical Engineering Public Health

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Journal : JKIE (Journal Knowledge Industrial Engineering)

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SWOT Analysis on Marketing Strategy in Mutiara Swalayan Minimarket Medan Filbert; Sembiring, Anita Christine; Antoni, Jufri
Journal Knowledge Industrial Engineering (JKIE) Vol 11 No 2 (2024): JKIE (Journal Knowledge Industrial Engineering)
Publisher : Department of Industrial Engineering - Universitas Yudharta Pasuruan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35891/jkie.v11i2.5306

Abstract

Mutiara Swalayan, a minimarket selling various products like basic necessities, faces challenges in maintaining high-quality production due to competition. This study identifies and analyzes competition that occurs using the method of SWOT Analysis, the study reveals that Strength of the minimarket account for 2.03. Additionally, Weakness obtained for 1.98, Opportunity and Threats respectively 2.12 and 2.10 The result of this research obtained weighting IFE score of 4.01 while EFE obtained score weighting of 4.22.This research provides insights to improve productivity and develop a growth strategy for Mutiara Swalayan, focusing on effective marketing strategies to boost competitiveness and market position. The impact of this study lies in its ability to offer practical recommendations that enhance the minimarket's resilience against competitive pressures, ultimately leading to sustainable business growth and stronger market presence.
Co-Authors Anita Christine Sembiring Filbert Haposan Banjarnahor Indra S. Lumban toruan