ANALISIS SWOT DALAM MENENTUKAN STRATEGI PENJUALAN PRODUK MOBIL DI DEALER MITSUBISHI PT MAHAKAM BERLIAN SAMJAYA KOTA SAMARINDA

Abstract

Companies need to recognize their strengths and weaknesses in the competition. This will really help companies recognize themselves, as well as take advantage of every existing opportunity and avoid or minimize threats. A company can develop a competitive strategy by means of a SWOT analysis, namely looking for a match between the company's internal strengths and external strengths. The elements that comprise SWOT analysis are: strength (strength), weakness (weakness), opportunities (opportunity) and threats (threat).

This research aims to determine and analyze the influence of SWOT on car sales strategies at the Mitsubishi dealer PT Mahakam Berlian Samjaya, Samarinda City.

This research was conducted at PT Mahakam Berlian Samjaya. This study was limited to strength (strengths), weakness (weaknesses), chance (opportunities), and threats (threats). The data collection techniques used in this research are field research and library research. The analysis tools used are the internal external matrix, SWOT matrix and SWOT diagram.

The results of the SWOT analysis show that the position of the car marketing strategy at PT Mahakam Berlian Samjaya is in Quadrant I, where the right strategy to be implemented by PT Mahakam Berlian Samjaya in increasing its sales turnover is an aggressive strategy by supporting aggressive growth policies (growth oriented strategy). The condition of PT Mahakam Berlian Samjaya is in the first quadrant, this shows that the company is in a very favorable condition because it has strengths so it can seize several opportunities, namely the high public interest in owning cars, advances in industrial technology, high consumer confidence in the quality of PT Mahakam Berlian Samjaya products and has a good image