SWOT Analysis in Determining Marketing Strategy
DOI:
https://doi.org/10.51699/economics.v38i1.253Keywords:
C’bezt Fried Chicken, Swot Analysis, MarketingAbstract
This study aims to analyze the Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) environments and formulate alternative marketing strategies for C'Best Fried Chicken Balung. Primary data for this research was collected through questionnaires and interviews with respondents. The study employs a qualitative descriptive method to provide a current depiction of the research object, using SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) as the analytical tool. The findings indicate that C'Best Fried Chicken Balung's position in the IE Matrix falls in quadrant I, marked by coordinates (0.7; 0.63), which suggests the implementation of an aggressive strategy (SO). This strategy leverages the company’s internal strengths to capitalize on external opportunities to foster business growth. The proposed marketing strategies include improving service quality and product taste, adjusting pricing strategies, enhancing promotional efforts, and expanding online sales channels.
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