Dwiarti, Patricia Natalin Eba and Budiningsih, Benedicta (2024) Penggunaan SWOT untuk Menentukan Strategi Pemasaran pada CV Jogja Surya Selaras Yogyakarta. Analisis “Jurnal Bisnis dan Akuntansi”, 26 (1). pp. 58-69. ISSN 1978-9750

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Abstract

The current business growth in Indonesia is experiencing significant expansion, as evidenced by the increasing number of companies offering similar products, leading to fierce competition for market share and consumers. CV Jogja Surya Selaras is also facing this challenge, with many companies now distributing water heaters, air conditioners, and PPR pipe products. This research aims to explore the various marketing strategies implemented, the fluctuations in sales volume, and to identify the strengths, weaknesses, opportunities, and threats within the marketing strategies of CV Jogja Surya Selaras. Based on the internal and external analysis of the company and the Cartesian diagram, it is determined that the main strategy for CV Jogja Surya Selaras is the Growth strategy. The company focuses on maintaining and enhancing the quality of its products and services, thereby ensuring a positive public image. This can be achieved by developing the quality of human resources through various training programs and acquiring adequate knowledge.

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