Marketing Strategy Analysis Using SWOT And QSPM Methods In SMEs

Afif Shubbani (University of Muhammadiyah Gresik)
Akhmad Wasiur Rizqi (University of Muhammadiyah Gresik)
Hidayat Hidayat (University of Muhammadiyah Gresik)

SITEKIN: Jurnal Sains, Teknologi dan Industri
Vol 20, No 2 (2023): June 2023

                This research focuses on one of the coffee-making SMEs. The many competitors in this business make it a challenge for companies to compete in marketing their product, namely coffee. From this, it is interesting for the author to make a study. This objective is made to determine the internal and external factors of the company and is used as input for the marketing strategy for the company. This study uses the SWOT and QSPM methods and uses primary and secondary data. The company's SWOT analysis results are in quadrant V. Based on the existing alternative strategies. It is analyzed using QSPM. The strategy chosen was to improve good relations with workers.