ANALYSIS OF MARKETING STRATEGIES IN INCREASING COMPETITIVENESS THROUGH SWOT ANALYSIS ON PELANGI ADVERTISING

Sari

This study aims to find out the right marketing strategy in order to increase competitiveness through a SWOT analysis of CV Pelangi Advertising. The research method used is the type of field research (Field Research), and data analysis techniques using SWOT analysis, namely to get the results of business development strategies, the first stage that needs to be done is to summarize the basic input information needed to formulate a strategy. The second stage is the matching stage, which is to produce alternative strategies by combining internal and external factors. The third stage is the decision stage which will determine which alternative strategy is most suitable for use. The results of the study show that internal factors include Strengths and Weaknesses whereas in this internal factor, the position of Strengths has a greater value weight when compared to the weight of the Weaknesses value. That is, the internal factor in the Strengths position has a value weight of (3.55) and Weaknesses of (2.0). External factors include Opportunities and Threats with an Opportunities value weight of (3.20) and in the Threats, position has a value weight of (2.55). A suitable strategy to gain a competitive advantage for CV Pelangi Advertising is the S-O strategy, namely: Utilizing locations near shopping centers to meet the needs of the surrounding community. Provide quality products with professional designs to meet the increasing needs of society. Increase production intensity by cooperating with other companies. Take advantage of business unit location points to reach more consumers to meet the needs of more people.