DETERMINING THE MARKETING STRATEGY OF LOKALATE USING SWOT ANALYSIS METHOD

Alexander Abieza Pinem  Jocom; Agus  Frianto

doi:10.53067/ije3.v4i2.289

Authors

Alexander Abieza Pinem Jocom Universitas Negeri Surabaya
Agus Frianto Universitas Negeri Surabaya

DOI:

https://doi.org/10.53067/ije3.v4i2.289

Keywords:

Marketing Strategy, SWOT analysis, EFAS matrix, IFAS matrix, SWOT Quadrant

Abstract

This research aims to determine what marketing strategy can be applied at Lokalate brand using SWOT analysis. This research uses a descriptive methodology by looking at the historical data from 2022. Data collection is acquired from secondary data and observation conducted on the brand environment. The data collected was then analyzed using the IFAS, EFAS, and the SWOT matrix. The result showed that the IFAS matrix obtained a strength value of 1,625 and a weakness value of 0,875. Indicates that the Lokalate brand utilizes more Strength rather than the weakness value. The EFAS matrix obtained an opportunity value of 1,5 and a threat value of 0,875, which indicates that the Lokalate brand occupies more significant opportunities than threats. Based on the SWOT analysis quadrant, Lokalate is in the first quadrant. Is the appropriate strategy for Lokalate to utilize its Strength and take advantage of any existing opportunities

Downloads

Download data is not yet available.

References

Ali, E.B. (2021). Agriculture for sustainable development: A SWOT-AHP assessment of Ghana's planting for food and jobs initiative. Sustainability (Switzerland), 13(2), 1-24.

Ariadini, M. (2022). A Marketing Strategy Analysis of Marketing Strategies to Increase Competitiveness at Kopili Coffee. INCOME: Innovation of Economics and Management, 2(1), 22–25.

Arsić, S. (2018). A New Approach Within ANP-SWOT Framework for Prioritization of Ecosystem Management and Case Study of National Park Djerdap, Serbia. Ecological Economics, 146, 85-95.

Bonfante, M.C. (2021). Achieving Sustainable Development Goals in rare earth magnets production: A review on state of the art and SWOT analysis. Renewable and Sustainable Energy Reviews, 137.

Budiprasetia, A. (2019). ANALISA SWOT UNTUK STRATEGY PLANNED MAINTENANCE DI PT. XYZ. Jurnal Ekonomi Manajemen Sistem Informasi, 1(2), 169–179.

Chen, G. (2020). Brand Promotion and Innovation Strategy of Marine Product Enterprises. Journal of Coastal Research, 103, 155-158, ISSN 0749-0208.

Febrianto, N., Andriani, R. D., & Sawitri, M. E. (2023). A SWOT Analysis on the Implementation of the Yoghurt Marketing Strategy: A Case Study in Malang, Indonesia. Jurnal Ilmu-Ilmu Peternakan (Indonesian Journal of Animal Science), 33(1), 82-89.

Hamdani (2023). A Strategic Approach to Agribusiness System Development for Accelerating Saba Banana Production. Universal Journal of Agricultural Research, 11(6), 1002-1012.

Hernikawati, D. (2021). Analisis Dampak Pandemi COVID-19 terhadap Jumlah Kunjungan pada Situs E-Commerce di Indonesia Menggunakan Uji T Berpasangan. Jurnal Studi Komunikasi dan Media, 25(2), 191-202.

Islam, M. A. (2017). SWOT Mix and PESTEL Analysis: Effective Tools of Risk Management of Leasing Companies. The Millennium University Journal, 2(1), 1-18.

Istichanah. (2022). Analisis Pestel Dan SWOT Sebagai Dasar Perumusan Strategi Pada PT. Asrinda Arthasangga Reinsurance Brokers. ARBITRASE: Journal of Economics and Accounting, 3(2), 383-393.

Jannah, M., & Firdaus, M. R. (2022). SWOT Analysis in Determining Marketing Strategy at PT. Sejahtera Wahana Gemilang (Chitose Surabaya). Daengku: Journal of Humanities and Social Sciences Innovation, 2(6), 836-844.

Kisi, N. (2019). A Strategic Approach to Sustainable Tourism Development Using the A'WOT Hybrid Method: A Case Study of Zonguldak, Turkey. Sustainability (Switzerland), 11(4).

Komari, A. (2020). Analysis of SWOT Marketing Strategies and 7P Influence on Purchasing Decision. Journal of Physics: Conference Series, 1569(3).

Kosidin & Wibbowo, L. A. (2022). Analisis IFAS dan EFAS Menggunakan Metode SWOT Pada Perguruan Tinggi Swasta. Jurnal Wahana Informatika, 1(2), 125-139.

Li, T. (2020). A SWOT analysis of China's air cargo sector in the context of the COVID-19 pandemic. Journal of Air Transport Management, 88.

Liu, Y. (2021). An empirical study on the marketing strategy of Shenzhen coastal tourism resort based on SWOT and ROST CM6 text analysis. Proceedings - 2021 International Conference on Education, Information Management and Service Science, EIMSS 2021, 483-489

Maisaroh, S., & Siswahyudianto. (2023). Swot Analysis in Determining Marketing Strategy (Case Study at Afina Jaya Malang Souvenir Shop). International Journal of Economics, Business and Innovation Research, 2(02), 139-150.

Makkarennu (2018). Business development strategy of sago for food security. IOP Conference Series: Earth and Environmental Science, 196(1).

Mardani, A. (2020). A novel extended approach under hesitant fuzzy sets to design a framework for assessing the key challenges of digital health interventions adoption during the COVID-19 outbreak. Applied Soft Computing Journal, 96.

Musyawarah, I. Y., & Idayanti, D. (2022). Analisis Strategi Pemasaran Untuk Meningkatkan Penjualan Pada Usaha Ibu Bagas di Kecamatan Mamuju. Forecasting: jurnal Ilmiah Ilmu Manajemen, 4(1), 1-13.

Mutiara, P. B. (2021). ANALISIS MATRIKS IFAS DAN EFAS PT UNILEVER TBK PADA PANDEMIK COVID-19. Jurnal Bina Bangsa Ekonomika, 14(2), 363-371.

Palomares, I. (2021). A panoramic view and swot analysis of artificial intelligence for achieving sustainable development goals by 2030: progress and prospects. Applied Intelligence, 51(9), 6497-6527.

Pangemanan, S. (2018). Marketing Strategy Analysis for Small and Medium Scale Business Enterprise (SMEs) for Home Industry Furniture in Leilem, the Regency of Minahasa. Journal of Physics: Conference Series, 953(1).

Partovi, B. (2024). The Optimal Strategy for Combining the EFQM and SWOT Methods in Power Plants. Tehnicki Glasnik, 18(1), 56-62.

Prastyo, Y., & Pambudi, B. S. (2021). Analisis Strategi Pemasaran Menggunakan Swot Analysis Pada Cafe Rolet View Jepara. Jurnal Kajian Ilmu Manajemen, 1(3), 301-309.

Ramadhan, A. (2021). Analysis of digital marketing strategies in private higher education during the COVID-19 pandemic. Proceedings of the International Conference on Industrial Engineering and Operations Management, 5674-5684.

Rizki, M., Ghifari, A., Hui, W. L., Permata, E. G., Siregar, M. D., Umam, M. I. H., & Harpito, H. (2021). Determining Marketing Strategy at LPP TVRI Riau Using SWOT Analysis Method. Journal of Applied Engineering and Technological Science (JAETS), 3(1), 10–18.

Rosyidah, M., Yuniarti, E., Asiati, D. I., & Putri, A. R. (2022). Designing MSMEs Strategies to Survive in the New Normal Era with a SWOT-TOPSIS Approach. Ekuilibrium: Jurnal Ilmiah Bidang Ilmu Ekonomi, 17(1), 55-63.

Seo, E.J. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41.

Sulistiani, D. (2014). ANALISIS SWOT SEBAGAI STRATEGI PERUSAHAAN DALAM MEMENANGKAN PERSAINGAN BISNIS. El-Qudwah.

Sunaryo, & Rusdarti. (2018). Analisis SWOT untuk Menetapkan Strategi Bersaing Pada PT. Tarindo. Economics Development Analysis Journal, 6(1), 86-94.

Xi, W. (2021). Analysis of Huawei's International Marketing Strategy Based on the SWOT Analysis. Proceedings - 2nd International Conference on E-Commerce and Internet Technology, ECIT 2021, 151-154.

Zima, K. (2020). A SWOT analysis of the use of BIM technology in the Polish construction industry. Buildings, 10(1)