Analisis SWOT Sebagai Dasar Penentuan Strategi Berdaya Saing pada PT. Coffindo

Abstract

The title of this research is the "SWOT Analysis As a Basis Determination of Competitive Marketing Strategies PT. Coffindo ". The purpose of this study is to analyze and determine competitive marketing strategies PT. Coffindo using SWOT analysis. The method used is descriptive analysis method, SWOT analysis and SWOT matrix. The results showed that of the four alternatives stratetegi resulting from the strategy of SWOT Matrix Strength-Opportunities (SO), strategy Weaknesses-Opportunities (WO), strategies Strength-Threats (ST), as well as strategies Weakness-Threat (WT), the best strategy potential to serve as a competitive marketing strategy for PT. Coffindo is a strategy Strength Opportunities (SO) which include: Adding a branch office with the goal of expanding market share, conduct online bookings service, to produce a more creative and innovative, as well as maintain and improve the quality of products.