Abstract
Marketing Strategy Analysis for Cassava Chips Home Industry in Sukamulia District, East Lombok. This research aimed to (1) identify the strengths, weaknesses, opportunities, and threats faced by the cassava chips home industry, and (2) determine suitable alternative marketing strategies to be implemented in the cassava chips home industry in Sukamulia District, East Lombok. The analysis used in this research was based on the SWOT analysis, which was compiled into a SWOT matrix. The results of the SWOT analysis generated alternative strategies that indicated the business's position in quadrant 1, which signified growth. Therefore, the suggested alternative strategy for the company was to utilize strengths to maximize opportunities (SO strategy).
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