| dc.description.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. | en_US |
