Analisis Strategi Pemasaran Handuk Dengan Metode SWOT (Studi Kasus: CV.Ngremboko Dusun Ngendo Janti Klaten)

ABSTRACT Marketing efforts to expand the company have very important meanings, for that we need to take various ways to achieve these goals. Marketing is a system of interconnected activities, including activities to plan and determine products, prices, distribution and promotion channels, in the form of goods and services to buyers. The purpose of this study is to find out what strategies are used by CV .gremboko in an effort to increase sales volume. The method used in this study is a SWOT analysis. Based on the results of IFAS and EFAS analysis, it shows that "quality and quality of products is guaranteed" is the biggest strength factor owned by the company because it has the largest rating value of 4.00 and "least direct network to large supermarkets" that is equal to 2.5. While the biggest opportunity owned by the company is "a good response from consumers who have used the product" with value of 4.00 and the biggest threat for the company is "the presence of competitor products that are known to consumers" with a rating of 2.5. For Alternative Strategies (SWOT Analysis) it is known that the company's position is in quadrant 1. The company's position is in quadrant 1 because the internal factor value is 0.327 and the external factor value is 0.157. This shows that the strength factor is greater than the weakness factor and the opportunity factor is slightly greater with the threat that the company has Keywords: Marketing, swot analysi