Analisis Strategi Pemasaran pada AD Souvenir melalui Analisis SWOT

Abstract

Each company aims to gets as much profit as possible. The success of a company in achieving these goals is strongly influenced by the company’s ability to markets its products. To achieve these objectives, the company must implement a marketing strategy to analyze the internal and external factors. This research was conducted at the souvenir shop AD Souvenir aims to find a marketing strategy that is applied and to know the condition of the company through a SWOT analysis to determine alternative strategies that can be used by companies as a reference in building the company’s condition. SWOT analisys consist of the internal environment analisys that is, strength and weakness and external environment analisys that is opportunities and threats. The research began in May 2014. Format of the research is descriptive research method with qualitative data analysis. Descriptive methods focus on the problems or phenomena that exist when the research was conducted or actual, then describe the facts about the problems that explored and continued by rational accurately. This research use SWOT analysis approachment. That is a marketing tool to classify positions and determiny the company’s marketing strategy. The result showed that AD Souvenir still leads the market by focus on the good product quality and reasonable price. SWOT analysis shows the position of AD Souvenir is in sel I. It means that AD Souvenir has great environmental opportunities and interval strength of the company, so the appropriate strategy to do is an aggressive strategy to maximize the company’s internal and external forces.