| dc.description.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. | en_US |
