Analisis Strategi Bersaing dengan Pendekatan Analisis SWOT pada Flash Gym Medan

Abstract

In today's business world where business competition is fiercer, every entrepreneur is required to be able to find and implement the strategies of competing is right for his company, no exception for the Flash of the Gym, one of the businesses in the field of fitness in Medan city that participating facing business competition. The purpose of this research is to find out and analyze qualitatively competitive strategy what is appropriate and applicable to Flash Gym in the face of competition. This research was conducted using qualitative research methods through three stages of analysis. The first stage, namely the stage input by using a matrix of EFE matrix, IFE matrix, and CP, the second stage, namly the stage of matching by using matrix SWOT matrix and IE and the third stage, namely the stage of decision by using matrix QSP. Based on the analysis of the input stage, the matrix IFE Flash Gym produce a total score of 3.25, this means Flash Gym is located on the internal position is strong, whereas the matrix EFE Flash Gym produce a total score of 2.4, this means external position Flash Gym was average. Based on the analysis via matrix CP generated through the Flash Gym score of 2.7, whereas the Mulia Gym of 2.6, indicating that Flash is superior than Mulia Gym. Excellence Flash Gym located on factors of competitive rates, quality of service and the completeness of the equipment the company's operations. Further analysis on the matching stage using SWOT matrix, IE and matrix that produces the 2 competing strategic alternatives, namely, the strategy of market penetration and market development strategies. After it is processed using matrix QSP at the decision stage, it is known that the recommended strategy for Flash Gym, namely Gym market with a score of 7.5, interest in the score is higher than the market penetration strategy with an interest of 7.