Strategi Pemasaran dengan Analisis Swot pada Singgalang Minimarket

Abstract

This study aims to determine the strengths, weaknesses, opportunities, threats, and the right strategy to be applied to the Singgalang Minimarket Jalan Dr. Soetomo Marapalam Padang. The data collection method used is the method of observation and interviews. Data were analyzed using descriptive analysis methods with quantitative and qualitative approaches using SWOT (Strength, Weakness, Opportunity, Threat) analysis methods. SWOT analysis was carried out using IFE and EFE matrices. The results of this study are (1) Strengths possessed are the large number of product choices, cheaper prices, strategic locations, friendly employees, and product guarantees from suppliers; (2) Weaknesses in the form of lack of completeness of products for all groups, incompatibility of employee uniforms, lack of air conditioning, lack of parking arrangements, and lack of toilets; (3) the opportunities they have include providing discounts on certain products, good cooperation with suppliers, business locations are on main roads, changes in people's lifestyles, and people's needs for goods are increasingly complex; (4) threats in the form of many similar businesses, there are competitors in nearby locations, rapid technological developments, product selling prices are potentially higher than competitors, and people's purchasing power decreases.