Strategi Bersaing PT.Peni Regency Berdasarkan Analisis SWOT

ABSTRACT PT. PENI REGENCY COMPETITIVE STRATEGY BASED ON THE SWOT ANALYSIS by SIGIT ARIO WICAKSONO F3213063 Purpose of this study identified strength, weakness, opportunities, and threath in the implementation of marketing strategy PT. Peni Regency and identify the most effective marketing strategy to be implemented in PT. Peni Regency. The research uses descriptive method, this method is used to identify the data in the form of a picture, reasons and translation of the actual situation corresponding data form companies conducted throught direct interviews with the leadership of the company, then conduct and interpretation adapted to the theory to a conclusion, that is identify the most effective marketing strategy in PT. Peni Regency throught SWOT analysis. Based on a deep analysis of interviews with company, the obtained result PT. Peni Regency competitive strategy based on the SWOT analysis is, PT. Peni Regency located in a strategy Strength-Opportunities (Strategy SO), this strategy using the internal strength of the company to take advantage of opportunities with purpose on the company’s external. PT. Peni Regency is located at Growth Oriented Strategy, Strategy SO (Strength-Oppertunities) applied PT. Peni Regency is build new housing in the new location and strategic, add mitra cooperation with banks the home purchase credit system (KPR), and adds support facilities which is not yet available in the Housing Peni Regency. Keywords : SWOT Analysis and Marketing Strateg