This study aims to determine the right marketing strategy and competitive by
first identifying, assessing internal factors and external environment affecting the
company. This is done by using the method of SWOT analysis (Strength, Weakness,
Oppurtunity, Threat), who coined by Albert Humphrey. SWOT Analysis is the
analysis used to evaluate business opportunities and threats in the environment as
well as strengths and weaknesses internal company owned.
This research was conducted by survey methods (interviews and
questionnaires) in the General Manager with company marketing staff and
consumer companies. The result is then analyzed by the method of SWOT Analysis
Internal Analysis External Analysis of SAP and ETOP. Internal factors, external,
position and type of business and corporate strategy is an independent variable,
which means that each variable does not do comparisons, but explain to each other
and affect other variables.
The results showed that the marketing strategy by companies is the
Investment Strategy, which the company's position in the SAFE position and type of
business is business IDEAL. This investment strategy means the corporate
environment supportive to invest and then reaping (harvesting). Companies can use
the previous company's strategy to improve some weaknesses companies and avoid
or defend against the threat of the company by creating a more competitive strategy
