STRATEGI PEMASARAN PT.PASSION FOR HANDICRAFT DENGAN PENDEKATAN ANALISIS SWOT

Abstract

PT. Passion for Handicraft is one of the companies engaged in handicraft industry. This study aims to determine the right marketing strategy and competitive by first identifying, assessing factors internal and external environments that affect these companies. This is done by using the method of SWOT analysis (Strength, Weakness, Opportunity, Threat) triggered by Albert Humphrey. SWOT analysis is the analysis used to evaluate business opportunities and threats in the environment and the strengths and weaknesses internal company owned. This research was conducted by survey method (interviews and questionnaires) in the management of PT. Passion for Handicraft sampled amounted to 6 people is president, director, finance manager, production manager, human resource manager, purchasing manager / inventory. Based on the analysis of SAP (Strategic Advantage Profile) obtained a value of 3.99 means the company is in a strong competitive position (Strong). This shows that the company has a competitive advantage that is high enough to have the freedom to make strategic decisions and without having to jeopardize their long-term position even if competitors act fairly active. From the analysis ETOP (Environmental Threat Opportunity Profile) value of 3.95 obtained for the elements of chance (Opportunity) and 2.29 for elements threats (Threats). So it can be concluded through the matrix ETOP that the company is well positioned Ideal business. This means the company is in an environment that has a substantial chance of success while facing the threat is relatively small and can be controlled by the company. From the results of the SWOT analysis showed that the company is well positioned invest and Harvest. This means that companies have a strategic advantage is positive while the business environment into which a great opportunity to develop.