SWOT Analysis for Determining Marketing Strategies for Oyster Mushroom Randang in Payakumbuh City

Authors

  • Eka Hendrayani Institut Teknologi Dan Bisnis Haji Agus Salim Bukittinggi
  • M. Havidz Aima Universitas Putra Indonesia YPTK Padang

DOI:

https://doi.org/10.38035/sijdb.v2i1.66

Keywords:

SWOT Analysis, Strategy, Marketing

Abstract

The aim of this study is to explore alternative superior marketing strategies and to make informed decisions for the company by utilizing the SWOT analysis method (Strengths, Weaknesses, Opportunities, Threats) in the Payakumbuh oyster mushroom randang business. The SWOT analysis is conducted using the IFE (Internal Factor Evaluation) matrix, which identifies the company's strengths and weaknesses, and the EFE (External Factor Evaluation) matrix, which highlights the company's opportunities and threats. Additionally, the IE (Internal-External) matrix reveals the company's current position. Data collected is analyzed using SWOT analysis to identify the strengths, weaknesses, opportunities, and threats of the company’s marketing strategy. The study results, as shown by the Cartesian diagram, place the company in Quadrant I, indicating an aggressive stance which is highly advantageous. The company can leverage its strengths to exploit existing opportunities.

References

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Mimin Yatminiwati, Emmy Ermawati. 2022. Analisis SWOT Dalam Menentukan Strategi Pemasaran Dalam Upaya Meningkatkan Penjualan Produk. Jurnal Manajemen dan Penelitian Akuntansi (JUMPA) Vol. 14, No. 2, 2022

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Published

2024-07-12

How to Cite

Hendrayani, E., & Havidz Aima, M. (2024). SWOT Analysis for Determining Marketing Strategies for Oyster Mushroom Randang in Payakumbuh City . Siber International Journal of Digital Business (SIJDB), 2(1), 93–99. https://doi.org/10.38035/sijdb.v2i1.66

Issue

Vol. 2 No. 1 (2024): (SIJDB) Siber International Journal of Digital Business (July - September 2024)

Section

Articles

License

Copyright (c) 2024 Eka Hendrayani, M. Havidz Aima

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