Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Economics and Management
Arroisah, Ulfia Anis
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Analisis SWOT dalam Menentukan Strategi Pemasaran (Studi Kasus Mie Gacoan Antasari Bandar Lampung) Kulsum, Umi; Tanti, Tanti; Arroisah, Ulfia Anis; Sanjaya, Vicky F
Journal of Economics and Management Vol. 2 No. 3 (2024): Journal of Economics and Management, December 2024
Publisher : Lembaga Publikasi Ilmiah Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70716/ecoma.v2i3.74

Abstract

This study analyzes the marketing strategy of Mie Gacoan using the SWOT (Strengths, Weaknesses, Opportunities, Threats) method to formulate relevant competitive strategies. Through the IFE (Internal Factor Evaluation) matrix, strengths such as unique menu variations, competitive pricing, and strategic locations were identified. Meanwhile, weaknesses include limited production capacity and dependency on local raw materials. The EFE (External Factor Evaluation) matrix highlights major opportunities, including the fast-food consumption trend and the growth of digital platforms, as well as threats such as intense competition and raw material price fluctuations. The analysis results indicate that Mie Gacoan is positioned in Quadrant I, suggesting the potential to adopt an aggressive growth strategy. This strategy includes menu innovation, market expansion through digital platforms, and increasing production capacity. With a total IFE score of 3.80 and EFE score of 4.20, Mie Gacoan has significant opportunities to enhance its competitiveness in the fast-food market.
Co-Authors Raden Mohamad Herdian Bhakti Tanti Tanti Vicky F Sanjaya