ANALISIS SWOT UNTUK MENENTUKAN STRATEGI PEMASARAN (Studi Kasus Pada CV. FACCYNDO TIRTA PRATAMA)

ABSTRACT Puspita, Ratna, 2018. SWOT Analysis to determine marketing strategies at CV. FACCYNDO TIRTA PRATAMA ". Thesis / final project, Marketing Management study program, Economic Faculty, Majapahit Islamic University (UNIM). Advisor I : Eny Setyariningsih, SE., MM Advisor II : Hartono, SE., MM The title of this research is SWOT Analysis to determine the marketing strategy on CV. FACCYNDO TIRTA PRATAMA. The purpose of this research is to find out the strengths, weaknesses, opportunities and threats using IFAS and EFAS matrices that are on the CV. FACCYNDO TIRTA PRATAMA. The research phase begins by identifying data through IFAS tables and EFAS tables using SWOT analysis. Determine alternative marketing strategies based on SWOT analysis.Based on its form, this research covers qualitative research types. Data collection methods are carried out by means of interviews, observation and documentation.Economic development which has accelerated has led to rapid business competition at this time. Each company is established to achieve the goals that have been set before that is to make a profit. The business is not easy because the company must have the right competitive strategy in its business by implementing an accurate marketing strategy through the use of opportunities to increase sales, so that the position or position of the company in the market can be increased or maintained. The importance of implementing a strategy in developing a business so that it can survive in the market, with SWOT analysis, strategies in developing a business can be known, both from internal and external factors.The results showed that the identification of data through the IFAS table with a weighting score of 2.76 and EFAS table with a weighting score of 2.35. The weighting score is in quadrant I with an aggressive alternative strategy that has the power that can be utilized to achieve profitable opportunities. This can be a benchmark in determining the right marketing strategy for CV. FACCYNDO TIRTA PRATAMA so that the business carried out is progressing and developing. Keywords: SWOT analysis, IFAS, EFAS