SWOT analysis in Application of Marketing strategy: A case study in 28 Tofu Home Industry

ABSTRACT

This study is done based on the current the environment condition of “28” tofu home industry, both of externally or internally. The aims of this study are to describe the marketing strategies which are used by “28” tofu home industry and to find out the appropriate marketing strategy to the condition of the company.

This study used descriptive design characteristic to give describe and analysis about the business environment of “28” tofu home industry. The data analysis method of this study is SWOT analysis to identify strength, weakness, opportunity and threat faced by “28” tofu home industry. SWOT analysis is also done to identify strategy which should be responded by the company.

The total score of the analysis on the company’s internal factors is 1.09 and external factors is 1.08. Both results in the total score of the analysis on the finding out the result of SWOT analysis in which, the condition of the company is placed in quadrant I, meaning that the company has internal strength powers and high external opportunity. The strategy which should be done is aggressive strategies that are to maximize internal strength of the company through various alternative strategies like concentration on market penetration, market development, product development, and innovation.