PERUMUSAN STRATEGY PEMASARAN BERDASARKAN ANALYSIS SWOT Studi Kasus Pada PT. Aquafaram Nusantara Semarang

Abstract

This research was conducted with the aim to find out what marketing strategies are appropriate at PT.
Aquafarm Nusantara Semarang in 2018.
This study uses data collection techniques by means of interviews and observations. Data
analysis techniques using the concept of Fred R. David that is through the strategy formulation stage,
namely input stage and matching stage.At the input stage using internal factory analysis summary
(IFAS) matrix and external factory analysis summary (EFAS) matrix. And the last step is to use SWOT
Matrix and internal - external (IE).
Based on the results of IFAS and EFAS, it can be seen that the total value for IFAS is 3.36
while the EFAS result is equal to .3.05 In mathcing stage in the SWOT matrix there are several possible
alternative strategies by using the power to take advantage of opportunities, exploiting opportunities to
overcome weaknesses. , using force to avoid threats, and minimizing weaknesses and avoiding threats.
In the external internal matrix (IE), PT. Aquafarm Nusantara Semarang is in the phase of business
growth. This result is proven in the internal and external SWOT matrix which shows the state of the
company is in cell 1. The right strategy is applied to PT. Aquafarm Nusantara Semarang is currently
using the SO (Strength Opportunities) strategy.
Keywords: Marketing Strategy, SWOT Analysis, IFAS AND EFAS.