ANALISIS SWOT SEBAGAI STRATEGI PERUSAHAAN DALAM MEMENANGKAN BISNIS PADA RUMAH KEBAYA NORA MODESTE DAN BUTIQ PEKANBARU

Authors

  • Metha Relina Universitas Muhammadiyah Riau
  • Nurul Aulia Rasya Universitas Muhammadiyah Riau
  • Riskillah Falayati Universitas Muhammadiyah Riau

DOI:

https://doi.org/10.37385/raj.v1i3.300

Keywords:

Strategic Management, SWOT Analysis, internal analysis, external analysis

Abstract

 Rumah Kebaya Nora Modiste and Boutique is a business that is engaged in the fashion sector or can be
known as a sewing house. The purpose of this study is to analyze the internal and external environment
of Rumah Kebaya Nora Modiste and Boutique to be able to compete with the same business. This study
uses quantitative data, the data is sourced from primary data and secondary data. Primary data were
obtained from interviews conducted with the owners of the Rumah Kebaya Nora Modiste and Boutique.
Secondary data were obtained from existing sources, namely journals, books, and data from the Central
Statistics Agency (BPS) related to this research. The method used in this study is a descriptive method
with a SWOT analysis tool. The description in the analysis of the external environment uses five porters.
Elaboration in the analysis of its internal environment using the management function. In the SWOT
analysis, a SWOT Matrix is formed which formulates a strategy that is used as an alternative for the
company. The result of this research is that Rumah Kebaya Nora Modiste and Boutique carry out
intensive strategies in the form of Market Penetration Strategies, Market Development Strategies, and
Product Development Strategies in order to always be able to compete with other similar businesses.


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Published

2021-11-27