SWOT AND AHP ANALYSIS IN DETERMINING THE STRATEGY OF PRODUCT MARKETING EXCELLENCE IN COMPANIES

Arica Dwi Susanto, I Nengah Putra Apriyanto

Abstract


The development of companies in the digital era especially product business in Indonesia is now increasingly prominent in complexity, competition, change, and uncertainty so that the company's marketing and sales systems have not reached a maximal capacity due to the lack of superior and appropriate strategy. The researcher considered several alternatives using SWOT analysis and the Analytical Hierarchy Process (AHP) method to overcome these problems. The results showed that using the SWOT-AHP Analysis, it was found that the Strength parameter got the highest score by 53% and Opportunity parameter by 21%. Through the SWOT sub-criteria, it was found that the Strenghts priority were S2 (Registered patent) with a score of 0.53, S1 (New product) with a score of 0.29, S3 (Mechanical technology) with a score of 0.28, respectively. While weaknesses priority were W2 (in optimal product promotion) with a score of 0.63, W1 (product not widely known) with a score of 0.37. In addition, the Opportunities Priority were the order of O2 (market share's openness) with a score of 0.52, O3 (More efficient products) with a score of 0.29, and O1 (Switching products from manual to automatic) with a score 0.19. And finally, the Threats priority were T1 (raw material) with a score of 0.53, T2 (price competition) with a score of 0.26 and T3 (product fraud) with a score of 0.21. The top priority of leading marketing strategy are by increasing product quality by 39.3%, while the second priority is marketing cooperation by 21.4%, the third is the pricing strategy by 20.5% and the last is promotion by 14.8%.


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