SWOT Analysis on Marketing Strategy in Mutiara Swalayan Minimarket Medan
Main Article Content
Mutiara Swalayan, a minimarket selling various products like basic necessities, faces challenges in maintaining high-quality production due to competition. This study identifies and analyzes competition that occurs using the method of SWOT Analysis, the study reveals that Strength of the minimarket account for 2.03. Additionally, Weakness obtained for 1.98, Opportunity and Threats respectively 2.12 and 2.10 The result of this research obtained weighting IFE score of 4.01 while EFE obtained score weighting of 4.22.This research provides insights to improve productivity and develop a growth strategy for Mutiara Swalayan, focusing on effective marketing strategies to boost competitiveness and market position. The impact of this study lies in its ability to offer practical recommendations that enhance the minimarket's resilience against competitive pressures, ultimately leading to sustainable business growth and stronger market presence.
Arif, A., & Pauzy, D. M. (2022). Analisis Strategi Pemasaran Minimarket AD Mart di Kota Tasikmalaya. Manager: Jurnal Ilmu Manajemen, 5(3), 276-281. https://doi.org/10.32832/manager.v5i3.7926
Aulia, N., Imsar, I., & Dharma, B. (2023). Marketing Strategy Analysis to Develop Business Using SWOT Analysis Method. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 6(2), 976-998. https://doi.org/10.31538/iijse.v6i2.3779
Hanafi, A., Safriyanto, D., Whardana, G. P., Ramdani, R. A., & Wiyatno, T. N. (2024). Entrepreneurial Marketing Analysis using Swot Analysis Method (Case Study of MSMEs Warung Tegal Embu “Kedungwaringin District, Bekasi Regency). International Journal of Research and Innovation in Social Science, 8(5), 800-811.
Hartati, M., & Rohim, R. (2016). Perancangan Strategi Pemasaran dengan Menggunakan Metode Swot di CV. Sekar Sari Roti Pekanbaru. Jurnal Teknik Industri, 2(2), 138-147.
Primadona, Y., & Rafiqi, Y. (2019). Analisis Swot Pada Strategi Persaingan Usaha Minimarket Madina Purbaratu Kota Tasikmalaya. Jurnal Ekonomi Syariah/Jurnal Ekonomi Syariah, 4(1). https://doi.org/10.37058/jes.v4i1.802
Rangkuti, F. (2015). Analisis SWOT: Teknik membedah kasus bisnis. Language, 13(246p), 23cm.
Reza, F., Santoso, B., & Dewi, E. (2020). Strategi Pemasaran Berdasarkan Analisis SWOT pada Mini arket di Mutiara Mart Rowotengah Jember. International Journal of Social Science and Business, 4(2), 301-307. https://doi.org/10.23887/ijssb.v4i2.25891
Srinadi, N. L. P. (2016). Analisis SWOT Sebagai Dasar Menentukan Strategi Pemasaran Kompetitif (Studi Kasus: Usaha Jasa Dekorasi X). In Seminar Nasional Teknologi Informasi dan Komunikasi (Vol. 2016, pp. 9-12).
Taufiqurrahman, A., Farida, E., & Rahman, F. (2023). Analisis SWOT Dalam Menentukan Strategi Pemasaran Untuk Meningkatkan Minat Beli Konsumen (Studi Kasus Pada CC-Mart Sotabar-Pasean). E-JRM: Elektronik Jurnal Riset Manajemen, 12(01).
Wahyu, W. J., & Kusuma, Y. B. (2024). Strategi Pemasaran Dalam Meningkatkan Omzet Penjualan Pada Warung Kopi Alang Surabaya Dengan Metode Analisis SWOT. Management Studies and Entrepreneurship Journal (MSEJ), 5(2), 4695-4672. https://doi.org/10.37385/msej.v5i2.4796
Wijaya, R. A. ., & Sari, D. P. . (2021). Strategi Pemasaran dengan Analisis Swot pada Singgalang Minimarket. Jurnal Ekobistek, 10(2), 151–155. https://doi.org/10.35134/ekobistek.v10i2.117
Neolaka, A. M. Y., Faulina, M., Akromah, P., Novilasari, T. A., & Napitupulu, R. H. M. (2023). Marketing Strategy Using Swot Analysis (Case Study: STIMA IMMI). Jurnal Ekonomi, 12(02), 1650–1659.https://www.ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/1975
Omer, S. K. (2019). SWOT analysis implementation's significance on strategy planning Samsung mobile company as an example. Journal of Process Management and New Technologies, 7(1), 56-62. https://doi.org/10.5937/jouproman7-20167
Lestari, T. I., & Yunita, L. (2020). The application of SWOT analysis as a basis for determining marketing strategies. Enrichment : Journal of Management, 10(2, May), 25-29. https://doi.org/10.35335/enrichment.v10i2, May.16
Manap, A. (2016). Revolusi Manajemen Pemasaran, Edisi Pertama, Mitra Wacana Media, Jakarta. Penerbit Erlangga, Jakarta.
Syamsuddin, S., Suriyanti, S., & Imaduddin, I. (2024). Marketing Strategy To Increase Sales Volume In S-Mart Supermarkets. International Journal of Economics, Business and Accounting Research (IJEBAR), 8(1). https://doi.org/10.29040/ijebar.v8i1.13274
Fujiyanti, G., Hairul, H., & Hasanah, N. (2023). Analisis Strategi Pemasaran Dalam Meningkatkan Penjualan Pada Minimarket Salma Banjarmasin. Proceeding: Islamic University of Kalimantan. http://doi.org/10.31602/.v0i0.12523
Ni’mah, N. (2023). Strategi Pemasaran E-Commerce Retail Sayuraya dengan Analisis SWOT. Costing, 6(2), 2366–2372. https://doi.org/10.31539/costing.v6i2.5666
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. john wiley & sons.
Kawilarang, J. A. Y., Sambiran, S., & Kimbal, A. (2020). Dampak Kebijakan Perizinan Minimarket Terhadap Usaha Kecil Di Kecamatan Kawangkoan Dan Kawangkoan Barat. Jurnal Eksekutif, 2(5).https://ejournal.unsrat.ac.id/v3/index.php/jurnaleksekutif/article/view/29647
Djati, A. I. (2020). Business Strategy Recommendation for Permata 68 Minimarket in New Normal Regulation. Journal of Management and Leadership, 3(2), 39-47. https://doi.org/10.47970/jml.v3i2.183
Mayang, A., & Ratnawati, S. (2020). Analisis SWOT Dalam Menentukan Strategi Pemasaran (Studi Kasus di Kantor Pos Kota Magelang 56100). Jurnal Ilmu Manajemen, 17(2), 58–70. https://doi.org/10.21831/jim.v17i2.34175
Mashuri, M., & Nurjannah, D. (2020). Analisis SWOT Sebagai Strategi Meningkatkan Daya Saing. JPS (Jurnal Perbankan Syariah), 1(1), 97-112. https://doi.org/10.46367/jps.v1i1.205Putra, I. G. N. . B. (2017). Analisis SWOT sebagai strategi meningkatkan keunggulan pada UD. Kacang Sari di Desa Tamblang. Jurnal Pendidikan Ekonomi Undiksha, 9(2), 397-406. https://doi.org/10.23887/jjpe.v9i2.20106
Istiqomah, I., & Andriyanto, I. (2018). Analisis SWOT dalam Pengembangan Bisnis (Studi pada Sentra Jenang di Desa Kaliputu Kudus). BISNIS : Jurnal Bisnis Dan Manajemen Islam, 5(2), 363. https://doi.org/10.21043/bisnis.v5i2.3019
Kusbandono, D. (2019). Analisis Swot Sebagai Upaya Pengembangan Dan Penguatan Strategi Bisnis (Study Kasus Pada UD. Gudang Budi, Kec. Lamongan). Jurnal Manajemen, 4(2), 921. https://doi.org/10.30736/jpim.v4i2.250
Handayani, L. P., & Yulianthini, N. (2022). Pengaruh Kualitas Pelayanan Dan Nilai Pelanggan Terhadap Kepuasan Pelanggan Di Minimarket Cahaya Baru Singaraja. Bisma: Jurnal Manajemen, (1), 177–185. https://ejournal.undiksha.ac.id/index.php/BISMA- JM/article/view/35371
Nisa, K. (2020). Analisis Perilaku Konsumen Dalam Memilih Tempat Belanja (Studi Kasus Minimarket Dan Toko Kelontong Di Kelurahan Kali Rungkut Kecamatan Rungkut Kota Surabaya). Jurnal Inovasi Penelitian, 1(7), 1281–1288. https://doi.org/10.47492/jip.v1i7.251
Rahman, A. V. & Nofritar, N. (2022). Analisis Swot Sebagai Landasan Dalam Menentukan Strategi Pemasaran Oleh Two Mart Swalayan. Journal of Science Education and Management Business, 1(1), 54- 64. https://doi.org/10.62357/joseamb.v1i1.50
Mirna Mirna, Jennie Rorensia, Kurniawan, & Indah Noviyanti. (2024). Analisis Swot Dalam Perencanaan Strategi Pemasaran Umkm Juragan Pisang 99 di Pangkalpinang. Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen Dan Bisnis, 2(3), 88–101. https://doi.org/10.61132/manuhara.v2i3.942
