Analisis SWOT Usaha Cinderamata Khas Palembang dalam Meningkatkan Daya Saing

Abstract

Souvenir business is a Micro and Small business that has been very developed lately. The rapid development is due to the growing development of the tourism industry in Indonesia. This research was conducted in the city of Palembang by taking a sample of 9 entrepreneurs consisting of souvenirs made from songket, wood and metal. The sampling technique using purposive sampling technique. While the analysis uses SWOT analysis and uses qualitative data. The nature of this research is descriptive-verification namely the collection of sample data from existing populations using a questionnaire that has been made. So that efforts to develop Palembang's Souvenir business can increase in the face of increasingly fierce competition, it is necessary to apply a good and appropriate marketing strategy so that it can compete with products from outside and can be known by its own characteristics. The purpose of this study is (1) to analyze and document internal factors which are strengths and weaknesses. (2) analyze and identify external factors that become and opportunities and threats and (3) analyze alternative marketing strategies and determine priorities of appropriate and applicable marketing strategies. The stages used in data processing are carried out systematically, namely IFE and EFE Matrix analysis, positioning (IE matrix), and alternative formulation of marketing strategies (SWOT matrix). The total value of the IFE matrix score of 2.167 and EFE of 2.409 places the Palembang Souvenir business in cell V in the IE Matrix. This position illustrates the average internal conditions and the craftsman's response to external factors that they face are classified as high. The strategy that can be implemented is to maintain and maintain the division in this cell can implement intensive strategies (market penetration strategies, market and product development) Keywords: Marketing Strategy, SWOT Analysis, IFE Matrix, EFE Matrix, IE Matrix