ANALISIS MANAJEMEN STRATEGI DALAM MENGHADAPI PERSAINGAN BISNIS PADA TOKOPEDIA 2020

In terms of marketing, Tokopedia always applies the principles of marketing mix theory, namely product, price, location, promotion, physical evidence, people, process. One of the e-commerce phenomena that is currently growing rapidly in Indonesia is the emergence of online trading sites. The purpose of this study is to analyze the business strategy management carried out by Tokopedia to create a business strategy through a SWOT analysis that uses internal and external factors to the Tokopedia company. This type of research is descriptive. The results of the research based on the SWOT analysis technique used are: 1) SO Strategy: Provide instructions for the payment process when making transactions to speed up the delivery process so that there is no difficulty for sellers, the more new brands with lower prices, the stronger they attract consumers; 2) WO strategy: Handle fast delivery of goods and alarm account owners to be more careful with products sold and provide product guarantees up to 1x24 hours after receiving goods; 3) ST strategy: The type of goods or products being sold is unique, cannot be imitated by competitors, maintains price stability by providing affordable prices and avoiding negative problems from cheap and affordable competitors; 4) WT strategy: Compared with the product, create a creative new appearance in other markets, if the delivery time exceeds the specified time, the guarantee to consumers will get a money back guarantee