Marketing Analysis of Gasketed Plate Heat Exchangers using the SWOT Method and Analytic Network Process

Maulana, Danis
Fatimah, Ismi
Rachman, Farizi
Akseptori, Ristanti
Devi, Yesica Novrita

Jurnal Samudra Ekonomi dan Bisnis
Vol 17 No 2 (2026): JSEB

The research evaluates the marketing strategy for gasketed plate heat exchangers at PT. XYZ, a mechanical and electrical engineering service firm in Surabaya. A SWOT analysis maps strengths, weaknesses, opportunities, and threats, while the Analytic Network Process ranks interrelated marketing elements. Score place the company in Quadrant I of the grand strategy matrix, indicating an aggressive growth posture. Promotion receives the highest weight, followed by product, price, and distribution. Leading sub-criteria are informational advertising, discounts, and sales promotions. The findings show that information-centric promotion is the most effective lever for expanding market coverage and boosting PT. XYZ’s sales performance.