Penerapan Strategi Pemasaran Pada UMKM Melalui Metode Analisis SWOT (Studi Pada Toko Pakaian Sukli Fashion di Pasar Petisah Medan)

Abstract

Each business unit aims to maintain its viability and to develop, by maintaining and increasing the profit. These objectives can be achieved through marketing, by implementing marketing strategies by analyzing the internal and external factors of the company. The research was conducted at Sukli Fashion Clothing Store. Phenomenon is the slow progress of this shop business when business efforts have been made. The purpose of this study is to analyze the internal and external factors of company using a SWOT analysis, which raised a new strategy for the advancement of business Sukli Fashion Clothing Store. In this study, the method used is descriptive method with qualitative approach. Data were obtained from observations, interviews and literature study. This research use SWOT analysis approach, i.e. a marketing tool to classify positions and determine the company’s marketing strategy. Based on internal and external analysis of the company and SWOT diagrams can be obtained that Sukli Fashion Clothing Store is in quadrant I, which means Sukli Fashion Clothing Store has the internal strength of the company and great environmental opportunities, so the appropriate strategy to use is aggressive strategy or SO strategy to maximize internal and external strength. Moreover, Sukli Fashion Clothing Store be able to combine ST strategy, WO strategy, and WT strategy according to the situation to maximize the marketing strategy.