ABSTRACT: This study aims to
identify internal factor and external factor companies that can become
strengths, weaknesses, opportunities, threats for the company. The study was
descriptive method. The collected data was processed and analyzed qualitatively
and quantitatively. The data are processed and analyzed for the formulation of
strategy by using the method of data processing based on SWOT analysis. The
results of the study indicate that the position of the company’s strategy is at
the average position in utilizing its strengths to deal with its internal
weaknesses, which the company’s main strength is the presence of insertions.
East regional page, while its main weakness is the limited market for Just the
business world. IE Matrix analysis results show current position is at V cell,
where the strategy must run the company is to maintain and preserve (hold and
maintain), consisting of: market penetration strategies and product
development. SWOT matrix analysis results indicate that marketing strategies
that can be selected by the company to be considered are: maintaining the
quality of the East Regional Inserts advertisements, expand market
segmentation, add advertising agency, effective promotional activities,
maintain and defend existing market area, and maintain prices relatively
cheaper than competitors’ prices, and expand the larger market share through a
more vigorous marketing efforts.
Keywords: Internal Factors, External
Factors, SWOT Analysis
Penulis: Sabri Hasan
Kode Jurnal: jpmanajemendd110022
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