SWOT Analysis in Determining Marketing Strategy at PT. Sejahtera Wahana Gemilang (Chitose Surabaya)

Abstract

The purpose of this study is to find an alternative formula for a competitive marketing strategy by using the SWOT (Strength, Weakness, Opportunity, Threat) analysis method at PT. Prosperous Wahana Gemilang. The SWOT analysis uses the IFAS (Internal Factor Analysis Strategic) matrix for describe the company's strengths and weaknesses. The following matrix uses the EFAS (External Factor Analysis Summary) matrix, which represents the company's opportunities and threats, and the last matrix uses the IE matrix ( Internal External),to shows the company's current position. From the analysis that has been obtained, PT. Sejahtera Wahana Gemilang gets the highest score of 0.60 on the strength factor and 0.30 on the weakness factor. On the opportunity factor, the highest score is 0.60, and the threat factor gets the highest weighted score of 0.36. The average score on the IFAS matrix receives a value of 3.46, and the EFAS matrix gets a value of 3.66. These results put PT. Sejahtera Wahana Gemilang is in quadrant I, and the marketing strategy applied is an aggressive growth strategy.