Formulation of Marketing Strategies in Expedition Services Company with SWOT and QSPM Methods

Abstract

This research was conducted to determine what strategies the company should do in increasing project load. The company engaged in export and import expedition services has problems with unstable project load, especially in export projects in the past two years. The stages of research are divided into 3 stages: (1) input stage using Internal Factor Evaluation (IFE) Matrix and External Factor Evaluation (EFE) Matrix, (2) matching stage using Internal-External (IE) Matrix, the Strategic Position and Action Evaluation (SPACE) Matrix & the Strength-Weakness-Opportunity-Threat (SWOT) Matrix, (3) decision stage using the Quantitative Strategic Planning Matrix (QSPM) Matrix. In addition, the Analytic Hierarchy Process (AHP) method is used for weighting variables at the input stage. Based on the input stage, there are 8 key questions external factors and 12 key questions internal factors. From IE & SPACE Matrix, it shows the current position of the company in a conservative profile where the strategy that must be carried out is hold and maintain. The results of the SWOT matrix analysis are alternative strategies that are raised based on the comparison between S-O, S-T, W-O, and W-T. Then the QSPM matrix analysis will compare the value of interests between existing strategies and alternative strategies produced by the SWOT matrix. It is show that the proposed weighted strategy value of 6.27 while the existing strategic weighting is 5.56. Based on the results of the analysis, the things that must be done by the company are improving the internal relations, expanding marketing network, and adjusting prices.