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All Journal Siber International Journal of Education Technology Dinasti Accounting Review
Rindiani, Devika
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Economics, Econometrics & Finance Education Social Sciences Other

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SWOT Analysis as a Basis for Determining Competitive Strategy in Marketing at PT. XYZ Rindiani, Devika; Ali, Hapzi
Siber International Journal of Education Technology (SIJET) Vol. 2 No. 3 (2025): Siber International Journal of Education Technology (January 2025)
Publisher : Siber Nusantara Review & Yayasan Sinergi Inovasi Bersama (SIBER)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/sijet.v2i3.226

Abstract

This study focuses on PT. XYZ, a food and beverage company in Surabaya, which faces intense competition and complex market dynamics. The main objective of this study is to formulate an optimal marketing strategy through identification and analysis of the company's internal and external factors. The method used is a quantitative descriptive approach with SWOT analysis, as well as the preparation of IFAS (Internal Factor Analysis Summary), EFAS (External Factor Analysis Summary), and SPACE (Strategic Position and Action Evaluation) matrices. SWOT analysis is used to identify the strengths, weaknesses, opportunities, and threats of PT. XYZ. The IFAS and EFAS matrices help evaluate internal and external factors quantitatively, while the SPACE matrix is used to determine the company's strategic position and the most appropriate strategy, whether aggressive, defensive, conservative, or competitive. The results of the study indicate that PT. XYZ needs to utilize internal strengths and market opportunities optimally, while improving weaknesses and anticipating external threats, in order to increase competitiveness and business sustainability in the food and beverage industry.
Pengaruh Strategi Segmentasi Pasar, Diferensiasi produk dan Kualitas Layanan terhadap keputusan pembelian rindiani, Devika; ali, Hapzi
Dinasti Accounting Review Vol. 2 No. 3 (2025): Dinasti Accounting Review (January - March 2025)
Publisher : Dinasti Research & Yayasan Dharma Indonesia Tercinta (DINASTI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dar.v2i3.1826

Abstract

Pergerakan lingkungan bisnis dinamis tersebut dapat dilihat melalu persaingan pasar yang semakin ketat. Dalam menghadapi persaingan tersebut perusahaan perlu mengetahui pengaruh strategi segmentasi pasar, diferensiasi produk serta kualitas layanan terhadap keputusan pembelian yang ada dalam artikel ilmiah ini. Objek riset yang digunan pada artikel ini merupakan pustaka online dan media online akademik lainnya. Pendekatan penelitian yang diterapkan dalam artikel ini adalah tinjauan pustaka (literature review). Dengan melakukan kajian deskriptif secara kualitatif. Temuan artikel ini: 1) Segmentasi Pasar mempengaruhi keputusan pembelian konsumen; 2) Diferensiasi produk mempengaruhi keputusan pembelian karena keunikan suatu produk menarik minat konsumen; dan 3) Kualitas Layanan mempengaruhi keputusan pembelian dengan pengalaman pembelian yang memuaskan.
Co-Authors Hapzi Ali