APLIKASI ANALISIS SWOT DALAM MENENTUKAN STRATEGI BERSAING PADA PT. ESTIKA JASATAMA CABANG MEDAN

Abstract

This research was made with the aim of determining and analyzing the competitive strategy carried out by PT. Estika Jasatama Cabang Medan Counducted. The research method used is SWOT analysis and descriptive analysis method using a qualitative research approach. Qualitative descriptive analysis is a data analysis that not the form of numbers but a form series information extracted from research results. Therefore, the author must first know how the company is and what internal and external factors affect the company's existing marketing strategy. Data collection techniques carried out by researchers to conduct interviews and direct observations on marketing managers. The data obtained from the data collection is then analyzed using SWOT analysis to find out what are the strengths, weaknesses, opportunities, and threats of the marketing strategy carried out by the company. The results shown by cartesius diagram, showing the company in the first quadrant, which is aggressive with the implementation of the Growth Oriented Strategy, which is a very profitable situation for the company.