Analisis Strategi Pemasaran Untuk Meningkatkan Daya Saing Penjualan Gluck Store Medan dengan Menggunakan Analisis SWOT.

Abstract

In every line of business, the strategy is important because it is a series of decisions and actions aimed at achieving the company's goals. More than that, employers need a marketing strategy for the business. This is very important because it is a fundamental tool that is planned to achieve the company's goal to develop a sustainable competitive advantage through which entered the market and marketing programs that are used to serve the target markets. This research was conducted at the business Gluck Store Medan. The phenomenon that occurs is not achieving the monthly target set by the company when several strategies have been implemented. The purpose of this research is to know the right marketing strategy to improve the competitiveness of business sales Gluck Store Medan. In this research method used is descriptive method with qualitative approach. Data were obtained from interviews and literature study. The approach taken in this study is a SWOT analysis approach is the identification of various factors systematically to formulate the company's strategy. Based on the results of SWOT analysis and SWOT Matrix diagram can be seen that effort Gluck Store Medan is in quadrant I (Aggressive Strategy) and the SO strategy, which the company's strengths and opportunities factor greater than a factor of weakness and threats. SO strategy is the most appropriate strategy for the business field Gluck Store Medan, while other strategies can be used as an alternative strategy for reference and consideration to develop and improve the competitiveness of business sales Gluck Store Medan. In addition, businesses Gluck Store Medan also can combine strategy ST, WO strategy, and WT strategies as needed to maximize the marketing strategy implemented.