APPLICATION OF SWOT ANALYSIS AS A MARKETING STRATEGY IN RUMAH INDUSTRI LAJU JAYA MANDIRI
Keywords:
Marketing Strategy, SWOT analysis, UMKM. CORONAVIRUSAbstract
Karawang is one of the industrial cities in Indonesia. As a growing
industrial city, the pace of economic growth as well as changes in
technology and information is accelerating. This has become one of the
driving factors for the creation of intense competition and forces MSME
actors to continue to innovate and design strategies to compete for
consumers and meet consumer needs and desires. In addition, the
CORONAVIRUS pandemic has brought many changes to the social and
economic situation that have a direct impact on company turnover.
Research Objectives To find out what strategies the company should do in
order to optimize sales, understand changes and continue to exist in the
midst of intense competition. This type of research is descriptive
(qualitative). The type of data used in this study is primary data. The
results of internal and external analysis that the company still has many
shortcomings are known in the marketing process, the Home Industry
company, the pace of independent success is less fast in adapting to the
pace of growth and changing times, as well as the lack of strategy in the
marketing process in the midst of such tight competition. The results of
the External and Internal Environmental Analysis, SWOT Analysis are
known that there are several problems and obstacles in the marketing
process experienced by the Company, including, less massive promotion,
not yet have a trademark, limited capital, less efficient production system,
unstable product quality, lack of Innovation, Packing is not neat, Prices are
not competitive. Suggestions for efforts that can be made by the company
include making a trademark, this is very vital because it is a product
identity, passive promotion, improving the production system because
product quality directly affects customer satisfaction. And reformulate
pricing to be more competitive and create new innovations in order to
survive in the competition
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