Analisis Strategi Pemasaran Sandal Dan Sepatu Dengan Menggunakan Matriks SWOT dan QSPM (Studi Kasus : Yessy Shoes)

Yessy Shoes is a home industry company engaged in the fashion sector. Yessy Shoes was established in 1982. Yessy Shoes produces footwear in the form of men's sandals, women's sandals, men's shoes and women's shoes. The current number of incoming requests at Yessy Shoes only covers 50% of the optimal demand that Yessy Shoes can produce. Because there is a range of differences between the average product and the maximum production, marketing is needed so that Yessy Shoes can produce optimally every day, so there is no wastage of hours and labor. The purpose of this study is to identify the best marketing strategy by analyzing the strengths, weaknesses, opportunities and threats in the internal and external environment to be implemented at Yessy Shoes to increase Yessy Shoes profits. This study uses SWOT and QSPM matrix analysis. The results of this study indicate that Yessy Shoes has an internal factor score of 2.97 and an external factor of 2.72 with the company's position in quadrant V, which means the company's condition is hold and maintain. The strategy that is suitable to be implemented in this cell is market penetration and product development. The main priority strategy that can be applied is to take advantage of existing technology by opening outlets onlin