Analisis SWOT Dan Strategi Pemasaran Usaha Waralaba

Abstract

SWOT analysis is one way to determine the business strategy used by the company to defeat competitors in order to win the business competition, the simple form is when the company has known the strengths and weaknesses in the body itself as well as knowing the strengths and weaknesses of the opponent, can be ensured the company can win the competition. This study aims to determine the SWOT analysis (strengths, weaknesses, opportunities and threats) that belongs to and know the marketing strategy by the Cokelat Klasik in its business. This research used qualitative methods, while the type of research used is case study. Data collection technique through observation, interviews, documentation, and literature study. The data analysis technique used is a descriptive. The results show that the business partners of Cokelat Klasik by using SWOT analysis, it can use the following alternative strategies: SO: Continue to innovate and bring out the concept of youth, maintain the quality of beverages, and provide maximum service to consumers. ST: Maintain the quality and satisfaction of consumers, delivery service, buying a generator set machines. WO strategy: competitors as motivations, giving consumers the choice to choose products, using promotion media, adding toping sprinkles on each beverage, reporting consumer complaint to franchise. WT strategy: To set a competitive price but not harm a partner, always innovate to be different from competitors. Cokelat Klasik has been using SWOT analysis as a marketing strategy in developing its business in order to win the competition.