Analisis Swot Dalam Menentukan Strategi Pemasaran Dengan Pendekatan Bauran Pemasaran Pada Pt. Seloko Batam Shipyard

Abstract

This study aims to: 1) Know the external factors in the marketing mix (7P) to improve business PT. Seloko Batam Shipyard, 2) Knowing the internal factors in the marketing mix (7P) to improve the business of PT. Seloko Batam Shipyard, 3) Knowing the marketing strategy that must be done by PT. Seloko Batam Shipyard in tin the face of competition. This research is used to determine the current state describes the company and determine the strategy of the company which can be used in the future. This research was done so that the company could face an increasingly tight competition. This research was conducted on the services of PT. Seloko Batam Shipyard. This study uses qualitative methods with SWOT analysis which measured from the external and internal factors as well as the profile of the competition. Results in May of EFAS and IFAS is PT. Seloko Batam Shipyard located in quadrant II, namely increasing the power to minimize the threat to be able to take opportunities that exist. The strategy can do is improve the quality of products/services offered, doing promotions regularly and increasing market segmentation. The opportunities that can be taken is to seize a share of the market by maintaining regular customer. The threat of companies is the level of competition is high. Its greatest strength is having a strategic location which is easy to reach by boat. Weakness lack of promotion was owned on a regular basis and limited human resources. Strategies that can be used is the company's product development, market penetration, expantion and market diversification.