Analisis Strategi Pemasaran Surety Bond Pada PT. Asuransi Raya Cabang Semarang Dengan Menggunakan Analisis SWOT

Abstract

This research aims to know the extent to which the marketing strategy that the company has done well out of the strengths, weaknesses, opportunities and threats that exist over this with the existing marketing mix analysis. PT.  Raya Insurance Branch Semarang has sought to build a force to overcome the shortcomings that exist, as well as trying to get a chance to face the threats that existed during this time. Through a SWOT analysis can be a marketing strategy that can be applied in future company as well as to know the alternatives strategies compete just about anything that can also be applied by the company in the conduct of surety bond marketing strategies. This research used the qualitative and quantitative study Methods (combined method).

The data obtained through interviews, questionnaires, records in a field, personal documents, and other official documents. Research results through a SWOT analysis on the internal factors of retrieved results score 0. 93, while the external factors obtained a score of 0. 62, based on the results of the score, the strategy's recommendations could be applied is survived, meaning the company could still survive for the future and how the company can maintain its superiority over other companies so that it can still be said to be currently the company debuted a strong and open so that it can continue to do the expansion, enlarging the growth and achieve progress in further up again for the future.

Keywords: marketing mix, Surety Bond, SWOT analysis, marketing strategy