ANALISIS SWOT TERHADAP PENETAPAN STRATEGI PEMASARAN PADA CV. ANINDA FURNITURE DI SROYO KARANGANYAR

The study purposes were determined the strengths, weaknesses, opportunities and threats of the company and determined the suitable strategies to be applied in the face of competitors by using SWOT analysis. This study was used descriptive analysis method, which is a technique to create a picture of the marketing strategies determination in CV. ANINDA FURNITURE based on the SWOT (Strength, Weakness, Opportunity, Threats) analysis. The data sources was used primary data in the form of the history of company establishment, philosophy, vision and mission, organizational structure, products and services. The study results were concluded that the strengths of CV. ANINDA FURNITURE are image as a good corporate, product quality, and product innovation. While the weaknesses of the company are lack the number of branches office and prices fluctuating. The opportunities of CV. ANINDA FURNITURE are the high population growth, the barriers of competitors to enter the furniture industry, buyers including of businesses consumers and advanced engine technology. The threat of CV. ANINDA FURNITURE in the development the marketing strategy are the inflation rate, rising of fuel prices, internal security factors, supply of raw materials from suppliers and competition among same company. Based on the conclusions results, CV. ANINDA FURNITURE need to maintain product quality, increase promotional activities, not only through direct marketing but also through indirect marketing and increase the number of branches in major cities in Indonesia, the correct marketing strategy of CV. ANINDA FURNITURE is market leader strategy. Keywords: SWOT Analysis, Marketing Strateg