<![CDATA[SWOT analysis is a form of business for business people whose goal is to retain business and also potential customers. The aims of this research are 1. To find out the strengths, weaknesses, opportunities, and also threats to Mixue in Harapan Indah Bekasi, 2. Form a marketing strategy that must be used by Mixue Harapan Indah Bekasi. SWOT analysis and marketing strategy are related to each other and have a correlation with the achievement of business goals. Having brand awareness and also a great image is not only a form of strength but also a challenge that must be paid more attention because it is related to the form of transparency of business ideas with similar business competitors. This study used a qualitative method. The data used came from two sources, namely secondary data and primary data through an interview approach as well as direct observation with the object of research, namely Mixue Harapan Indah Bekasi. The results of the study on the research object, namely Mixue, have strengths (location, facilities, service, price, various ice cream products and drinks) and weaknesses (the product is immediately enjoyed and the menu is only limited to ice cream and drinks). External factors, namely opportunities (can be used as a franchise, collaboration, and create jobs) and threats (unstable raw material prices and competitors of similar products).]]>
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