Strategi Bersaing dalam Pemasaran Melalui Analisis SWOT pada Toko Kaban di Perumnas Simalingkar Medan

Abstract

In conducting it’s business activities often followed by intense competition. Competition is also experienced by Toko Kaban is now not only compete with similar business, but also to compete with the mini-franchise. This store needs to have a strategy to be able to remain competitive with competitors. To create a competitive strategy of SWOT analysis is required, in which the use of a SWOT analysis,stage grouping will be internal and external factors of business, then stage EFAS IFAS, Cartesian Diagram, and SWOT Matrix. The result showed that the store is in the first quadrant Kaban the Cartesian diagram which outweigh Strength Weakness, Opportunity and Threat greater than. Based on the SWOT analysis of the strategies that can be applied Toko Kaban is the Cost Leadership Strategy and Positioning, as well as six alternative strategies SO(Strength Opportunity).