Analisis SWOT dalam Menentukan Strategi Pemasaran pada UMKM Bakso Lava Ummu Akbar Tanjung Morawa

Annisa Dwi Utami; Zuhrinal M Nawawi; Ahmad Muhaisin B. Syarbaini

doi:10.29303/jseh.v9i4.442

Authors

Annisa Dwi Utami Universitas Islam Negeri Sumatera Utara
Zuhrinal M Nawawi Universitas Islam Negeri Sumatera Utara
Ahmad Muhaisin B. Syarbaini Universitas Islam Negeri Sumatera Utara

DOI:

https://doi.org/10.29303/jseh.v9i4.442

Keywords:

SWOT Analysis, Marketing Strategy, UMKM

Abstract

One business sector that requires a profound understanding of market preferences is the culinary industry. However, its sustainability necessitates strategic planning to outperform competition in product marketing. The development of such strategies can be realized by comprehending the company's situation through four key factors: Strengths, Weaknesses, Opportunities, and Threats, commonly known as SWOT analysis. This research aims to identify various strengths, weaknesses, opportunities, and threats, determining optimal strategies for the company's future. The applied research method is qualitative with a descriptive approach, utilizing IFE matrix analysis, EFE matrix analysis, and SWOT matrix diagrams. Questionnaires were distributed to 36 respondents, comprising Bakso Lava Ummu Akbar employees. Based on IFE and EFE matrix analyses, total scores were obtained, with 2.7 for Strengths, 0.95 for Weaknesses, 2.4 for Opportunities, and 1.49 for Threats. The SWOT matrix diagram mapping indicates Bakso Lava Ummu Akbar residing in Quadrant I, with a positive score difference (1.75; 0.91). Therefore, it can be concluded that Bakso Lava Ummu Akbar is advised to implement a Strengths-Opportunities strategy to achieve company objectives swiftly and accurately.

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