ANALISIS MATRIKS IFAS DAN EFAS PT UNILEVER TBK PADA PANDEMIK COVID-19

Abstract

During this pandemic, PT. Unilever Tbk has not experienced a significant decline in sales, because managers have prepared a good sales strategy. This research aims to look at the strategy of PT. Unilever Tbk by analyzing internal factors and external factors using SWOT analysis and MATRIS EFAS and IFAS. This research uses secondary data methods, namely data obtained by collecting written data sources or documents from existing journals and various other internet sources that are accurate. The results of this study show that based on the IFAS matrix shows a score of  1,102, which means PT. Unilever Tbk can control its internal factors well in utilizing existing strengths and overcoming weaknesses in the company.  Based on the EFAS matrix shows a score of 0.11.