| dc.description.abstract | Situation of the times are always changing can enhance the business
opportunity or threat for the company. One effort to find out the right strategy for
the company is a SWOT analysis. In SWOT analysis, there are internal
environmental analysis namely strength and weakness, the external environmental
analysis namely opportunity and threat. Thus, It is hoped can be arranged in
accordance with the business plan formulation that has been determined as the
missions, goals, strategies and policies. This research focus on the question of
how the company's position on the internal and the external environments and
what marketing strategies are applied What East Clothing based on SWOT
analysis.
The form of this research is descriptive method with qualitative approach.
Informants in this research are set into two, namely the key and main informants.
Data analysis techniques used in this research is using SWOT analysis.
The results showed that What East Clothing is currently the market leader
with a strategic focus on product quality. The SWOT analysis indicates that What
East Clothing is in quadrant I. The strategy should be applied in these
circumstances is to support aggressive growth policy (growth-oriented strategy)
or SO strategy. In addition, it can also combine ST, WO, and WT strategy to
maximize the marketing strategy that will be applied. | en_US |
