A Swot Analysis on The Implementation Of The Marketing Strategy: A Case Study In The Raja Abon Makmur Lestari, Pangkalpinang City, Indonesia

Yulia, - and Novyandra Ilham Bahtera, S.E., M.Sc, - and Dr. Evahelda, STP., M.Si, - (2019) A Swot Analysis on The Implementation Of The Marketing Strategy: A Case Study In The Raja Abon Makmur Lestari, Pangkalpinang City, Indonesia. International Journal of Business and Economy, 1 (2). pp. 24-30. ISSN 2682-8359

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Abstract

The study is based on the low performance of the business activity of the Raja Abon Makmur Lestari (RAML) in Pangkalpinang City. The study aims to analyse the internal and external factor owned by the company and to design the marketing strategy for the company. There were 55 respondents which were 5 internal respondents and 50 external respondents. The questionnaire was employed to collect the data. Internal-External analysis and SWOT analysis were used to interpret the acquired information. The study found that the position of RAML as the small and medium-sized enterprise (SME) was in the V quadrant. It meant that the SME can be managed by implementing the hold and maintain strategy which was market penetration and product development. The study suggests that the SME is required to utilize some strategic formulations. The results of the study will be useful as an input for the policy maker to ensuring the sustainability of the organization and its product.

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