Analisis SWOT dalam Menentukan Strategi Pemasaran (Studi Kasus Maharoepa Art Project)

Abstract

Maharoepa Art Project is one of the business entities engaged in art, namely fashion and dance. Business development currentlyis increasingly diverse, because of that every entrepreneur has their own strategy to improve their business. This study aims to formulate a superior and appropriate competitive marketing strategy using the SWOT analysis method (Strength, Weakness, Opportunity, and Threat) in the Maharoepa Art Project business. The results of the IFE matrix analysis showed the highest value of "Having modern ethnic fashion clothing" which was 0.572 while the results of the EFE analysis showed the highestvalue of "Target not yet in broad coverage" which was 0.72. Judging from the results of the IE matrix analysis, Maharoepa Art Project's business position shows Growth and Build because it is in position II. A suitable strategy variation is Intensive or Integration. Meanwhile, according to the results of the SWOT quadrant, its business position is in quadrant II, which is a generic combination strategy. Therefore, in this effort the generic strategy that will be used is combination. The benefit of this research is that it is expectedtohave thought about what strategies are right to use in the process of improving the business/business so that the methods used are aimed at the right target market.