Penentuan Strategi Pemasaran dalam Masa Pandemi Dengan Metode SWOT

Authors

  • sudarto sudarto Prodi Teknik Industri, Fakultas Teknik, Universitas Wisnuwardhana
  • Nurfa Anisa Prodi Teknik Industri, Fakultas Teknik, Universitas Wisnuwardhana

DOI:

https://doi.org/10.30737/jatiunik.v5i2.2377

Keywords:

Marketing Strategy, Pandemic, SWOT, TOPSIS

Abstract

Sales or marketing as an important part of the company in realizing the goals and objectives to be achieved. The main goal of the company's sales and marketing is that the company can survive and improve in the midst of the current pandemic. PT Oxyplast Indonesia is a company that produces powder coatings that meet the needs of customers in Indonesia. To increase sales which automatically increase profits, it is necessary to take steps and determine sales and marketing strategies in the midst of this pandemic. Companies have to get through the storm and have to get through it with their heads held high because almost all companies go through the same thing. From various kinds of obstacles, both internal and external, the research dissects the problem using SWOT analysis. Why is a SWOT analysis used because it can identify factors or steps in determining accurate and appropriate sales and marketing strategies. If the SWOT method is described in terms of sales and marketing, it is expected to make it easier to achieve company goals, then the next step is to use the MCDM (multi-criteria decision-making) method. If it is known the next step is to use factor identification by using the TOPSIS method used to conduct alternative marketing strategies that are ideal and best.


Penjualan atau pemasaran sebagai bagian penting dalam perusahaan dalam mewujudkan tujuan maupun sasaran yang akan dicapai. Tujuan utama penjualan maupun pemasaran perusahaan adalah perusahaan bisa bertahan dan meningkat di tengan pandemi yang sedang melanda seperti sekarang ini. PT Oxyplast Indonesia adalah perusahaan yang memproduksi powder Coating yang memenuhi kebutuhan pelanggan di Indonesia. Untuk meningkatkan penjualan yang secara otomatis peningkatan profit perlu dilakukan langkah – langkah maupun penentuan strategi penjulan maupun pemasaran ditengah pandemi ini. Perusahan harus bisa melewati badai dan harus bisa melewatinya dengan kepala tegak karena hampir semua perusahaan mengalami hal serupa. Dari berbagai macam rintangan baik yang dari internal maupun eksternal penelitian membedah masalah tersebut dengan menggunakan analisis SWOT. Kenapa analisis SWOT yang digunakan karena bisa mengidentifikasi faktor – faktor atau langkah – langkah dalam menentukan strategi penjualan dan pemasaran yang jitu dan tepat. Apabila metode SWOT ini dijabarkan dalam hal penjulaan maupun pemasaran diharapkan memudah untuk mencapai tujuan perusahaan maka langka selanjutnya menggunakan metode MCDM (multi criteria decision- making) Apabila sudah diketahui langkah selanjutnya menggunakan identifikasi faktor dengan menggunakan metode TOPSIS yang digunakan untuk melakukan perangkingan alternatif strategi pemasaran yang ideal dan terbaik.

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Published

2022-04-19

How to Cite

sudarto, sudarto, & Anisa, N. (2022). Penentuan Strategi Pemasaran dalam Masa Pandemi Dengan Metode SWOT. JATI UNIK : Jurnal Ilmiah Teknik Dan Manajemen Industri, 5(2), 109–124. https://doi.org/10.30737/jatiunik.v5i2.2377

Issue

Vol. 5 No. 2 (2022): April

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