Analisis Swot Dalam Menentukan Strategi Pemasaran Produk Jus Bawang Putih Dr Juice 5 In 1 (Studi Kasus CV Dewi Rejeki Jakarta)
Abstract
Penelitian ini bertujuan untuk mengidentifikasi kekuatan dan kelemahan (lingkungan internal) serta peluang dan ancaman (lingkungan eksternal) serta merumuskan strategi pemasaran jus bawang putih Dr. Juice 5 in 1 yang tepat melalui analisis SWOT (Strengths, Weaknesses, Opportunities dan Threats) pada produk jus bawang putih Dr Juice 5 In 1 milik CV. Dewi rejeki Jakarta. Metode penelitian yang digunakan adalah deskriptif dengan teknik pengumpulan data melalui observasi, wawancara, studi kepustakaan dan internet. Teknik analisis data yang digunakan adalah teknik analisis deskriptif kualitatif. Hasil penelitian menunjukkan adalah dengan menggunakan alat analisis SWOT, maka dapat menggunakan alternative strategi-strategi berikut : Strategi SO: Pemanfaatan produk, pengembangan SDM, Pengembangan Skala Usaha. Strategi WO: Penambahan Tenaga Ahli. Strategi ST: Mempertahankan mutu produk, menjamin kualitas produk, produksi berkelanjutan. Strategi WT: Mempertahankan mutu produk, menjaga kepercayaan konsumen.
Kata Kunci: Analisis Swot, Strategi Pemasaran
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