Abstract
This research aims to determine the internal and external conditions of Wawasan Newspaper based on SWOT analysis in maintaining market share in Semarang. This uses descriptive research type with quantitative approach through three stages of strategy formulation, namely: the input stage, the matching stage, and the decision-making stage. In the first stage, IFE (Internal Factor Evaluation) and EFE (External Factor Evaluation) matrices are used. In the second stage, the IE Matrix (internal-External) and the SWOT Matrix (Strengths, Weaknesses, Opportunities, and Threats) are used. In stage three, QSPM (Quantitative Strategic Planning Matrix) is used. The results of this study are: In the first stage, the results of the IFE (Internal Factor Evaluation) matrix obtained a weighted score of 2.356, while the results of the EFE (External Factor Evaluation) matrix resulted in a weighted score of 2.18. In the matching stage, IE (Internal-External) Matrix of the company is in a stable position. Marketing strategies that are feasible to use are market penetration and product development. In the decision-making stage, an alternative strategy that can be implemented in Wawasan Newspaper namely market penetration with a TAS of 4.406 is obtained.
Highlights
Indonesia is a country that has quite rapid economic growth in Southeast Asia, in addition to Malaysia and Singapore (Mahmoud & Rusdarti 2017)
According to David & David (2016) "The QSPM (Quantitative Strategic Planning Matrix) is an analytical technique in the literature designed to determine the relative attractiveness of viable alternative actions"
The steps to arrange a QSPM (Quantitative Strategic Planning Matrix) matrix are as follows: (1) List external key opportunities or threats and internal strengths or weaknesses in the company from the left column of QSPM. This information must be taken directly from the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices, a maximum of 10 external critical success factors and 10 internal critical success factors must be included in QSPM. (2) Give weight to each external and internal critical
Summary
Indonesia is a country that has quite rapid economic growth in Southeast Asia, in addition to Malaysia and Singapore (Mahmoud & Rusdarti 2017). With such rapid economic growth, the development of the mass media industry, especially printed media, will compete in disseminating information more quickly and precisely to the public. Technological advances have become references for the printed media industry to compete to deliver information quickly summarized in news to all levels of society, so that people can obtain information without having to wait for a long process.
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