Business Development Strategy Analysis PT. X Using the SWOT Method

Abstract: With the many businesses in Indonesia, the competition for change and uncertainty becomes more stringent, so that this situation creates sharp competition between companies. The aim of the company's strategy is to maintain its competitive position, even if it is possible to be able to increase the mastery of products in the market. PT. X has implemented a marketing strategy that is an integration strategy in its business activities, where the integration strategy is a strategy that expands the company's operations by cooperating with other companies in the same industry. But in reality there are problems in the marketing field. This study uses Strengths, Weakness, Opportunities and Threats (SWOT) methods in which there are stages of strategy formulation that can assist in determining new strategies such as the Internal Factor Evaluation Matrix (IFE), External Factor Evaluation Matrix (EFE), Internal External Matrix (IE) and SWOT matrix. The results of the analysis of the business development strategy of the company PT. X using the SWOT method is as follows: {SO: (S1,S2,S3; O1,O3)(S4,S5; O1,O2)}, {ST: (S1,S2,S3; T1,T2,T5)(S4,S5; T3,T4)}, {WO: (W1; O1,O3)(W2; O1,O2,O3)}, {WT: (W1; T3,T4)(W2; T1,T2,T5)}. The strategy produced by looking at the company's capabilities: The strategy for managing the company (strategy S1,2,3; O1,3), (strategy W2; O1,2,3), (strategy W1; O1,3), (strategy W2; T1,2,5), (strategy S4.5; O1,2), (strategy W1; T3,4). Corporate management strategy (strategy W2; T1,2,5), (strategy W1; T3,4). Marketing strategy (strategy S1,2,3; T1,2,5), (strategy W1; O1,3). Organizational strategy and HR (strategy S4.5; O1,2), (strategy S4.5; T3,4)