SWOT ANALYSIS AND MARKETING STRATEGY AT PT FATIH AMANAH SEJAHTERA

Abstract

This study aims to conduct internal and external marketing analysis using SWOT analysis at PT. Fatih Amanah Sejahtera. To develop an effective marketing strategy based on the results of SWOT analysis at PT. Fatih Amanah Sejahtera. This research uses descriptive qualitative methods, data is taken using data collection techniques, namely interviews and observations, and documentation. This study shows that the results of the company's internal and external marketing analysis using the SWOT approach can identify existing strengths, weaknesses, opportunities and threats, which ultimately help in formulating effective marketing strategies to increase sales at PT. Fatih Amanah Sejahtera.