Analysis Of Alfagift's Marketing Strategy Using The Swot Method At Pt Global Loyalty Indonesia
Abstract
This study aims to analyze the marketing strategy of PT Global Loyalty Indonesia (GLI) using the SWOT method. PT GLI is a company that focuses on developing Customer Relationship Management (CRM) solutions and e-commerce applications for customers and brand partners in Indonesia. Through a descriptive qualitative approach, this study evaluates the company's internal and external factors to formulate competitive strategies relevant to the dynamics of the digital e-grocery industry. The analysis results show an IFAS score of 1.9 (the company is in a fairly strong internal position) and an EFAS score of
1.35 (indicating a positive external environment but requiring caution). PT GLI is positioned in Quadrant I (Aggressive). The recommended strategy is the SO strategy, which involves optimizing an extensive store network with digital integration, offering quality products at competitive prices online, utilizing loyalty programs to increase digital customer retention, simplifying the shopping process with the latest digital technology, and taking advantage of online shopping trends and public digital awareness.
Keywords: E-Grocery; Marketing Strategy; SWOT Method
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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