Analisis SWOT untuk Penetapan Strategi Pemasaran pada SAS Printing House Medan

Abstract

Marketing is one of the main activities of the company in an effort to maintain viability, to grow and make a profit. The company's success in achieving its objectives depends on the ability of the company's marketing. Thus, companies must implement a marketing strategy accordingly. As a basis in determining the right marketing strategy, companies need to make the formulation of marketing strategy by analyzing external factors and internal factors. This study aims to determine how the right marketing strategy for the company through a SWOT analysis to find alternative strategies that can be used by the company. SWOT analysis contained internal environment analysis are the analysis of strengths and weaknesses and external environment are the opportunities and threats. This research was conducted in SAS Printing House which began in May 2015. Research methods is descriptive with qualitative data analysis. Descriptive research is research that aims to explain a variable independently. A qualitative approach is to understand the process of investigating social problems or problems of mankind, based on imaging the complete holistic picture that form of words, reported in detail view of the informant and arranged in a scientific background. In this study, data analysis used is by using SWOT analysis. Based on internal and external analysis of the company and SWOT diagrams can be obtained that SAS Printing House on the position of Growth (development) then an alternative strategy is to build relationships and good cooperation with costumers, promoting effective “word of mouth” to potential customers and do business expansion by opening branches strategically located business.