Analisis SWOT dalam Meningkatkan Daya Saing pada Toko Dura di Bandar Lampung
Main Article Content
Abstract
This study aims to determine the marketing plan of Toko Dura to increase its competitiveness. The research methodology is descriptive analysis, SWOT analysis, External Factor Evaluation (EFE matrix), and Internal Factor Evaluation (IFE Matrix) were all used in this study. The study findings explain that Dura Store's competitive tactics are not only offering high-quality goods at low prices, but also considering delivery services, maximizing the marketing of goods through social media, and upholding the industry's reputation in society to foster consumer confidence. The IFE matrix for Dura Store is 2.86 which indicates a very strong internal position. The weight value of the EFE Matrix is 3.21 which shows that Toko Dura is relatively strong in resisting the dynamics of the external environment.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
An author  who publishes in the  Jurnal Manajemen Teknologi agrees to the following terms:
- Author retains the  copyright and grants the journal the right of first publication of  the work simultaneously licensed under the Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Author is  able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book)with the  acknowledgement of its initial publication in this journal.
- Author is  permitted and encouraged to post his/her  work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work (See The Effect of Open Access).
Jurnal Ekonomi Manajemen Teknologi (EMT) KITA by http://journal.lembagakita.org/index.php/emt/index is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Alma, B. (2018). Manajemen Pemasaran dan Pemasaran Jasa. Bandung. Alfabeta
Djaslim, S., & Oesman, Y. M. (2003). Intisari Pemasaran dan Unsur-unsur Pemasaran. Bandung: Linda Karya.
Kotler, P., & Armstrong, G. (2008). Prinsip-prinsip pemasaran jilid 1 edisi 12. Jakarta: Erlangga.
Kotler, P., & Armstrong, G. (2012). Prinsip-prinsip Pemasaran, Edisi Ketiga Belas. Jakarta: Penerbit Erlangga.
Sumihardjo, T. (2008). Penyelenggaraan pemerintah daerah melalui pengembangan daya saing berbasis potensi daerah. Fokusmedia.
Sunyoto, D. (2014). Dasar-Dasar Manajemen Pemasaran, Konsep, Strategi, dan Kasus. Yogyakarta: Caps.
Tjiptono, F. (2009). Strategi Pemasaran, edisi kedua, cetakan ketujuh. Penerbit: Andi Offset, Yogyakarta.
Yunus, E. (2016). Manajemen Strategi. ed. Aditya Ari Christian. Yogyakarta: CV. Andi Offset