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ABSTRACT
This study aims to determine the extent to which the Indomaret franchise business in the paleban
branch is currently based on SWOT analysis, knowing the variables that are the strengths and
weakness of the company and the opportunities and threats they face, and knowing the
appropriate marketing strategies for the indomaret branch franchise company pabelan, based on
the condition/ condition of the company. The population used in this study is 2 (two), namely, the
management of indomaret in the city of paleban, and consumers of the indomaret franchise
especially indomaret in the city paleban. The sample of this study were 2 maangers from the
management who were able to find out the strategis and internal and external factors that
affected the company, and also 98 consumers who had used indomaret services so that they
could assess indomaret’s franchise especially the assessment of the company’s external factors.
The analytical model used in this study is SWOT-8K analysis, which is to identify various factor
systematically to formulate the company’s strategy, this analysis is based on logic that can
maximize the strength (kekuatan) and opportunities but together can minimize weaknesses and
threats. The results of this study indicate that the indomaret franchise company pabelan branch
has a high strength of internal factors and has a hig chance of external factors, but the
superiority of internal factors is stronger than the superiority of external factors so that the
business position is in IA quadrant and the right strategy for marketing is aggressive growth
strategy.
PENDAHULUAN
tempat secara fisik di mana para penjual dan Indomaret juga mempunyai
pembeli berkumpul untuk membeli dan kemampuan dari factor internal dan external
menjual barang. Para ahli ekonomi yang mencangkup bagaimana sebuah produk
pembeli dan penjual yang melakukan merasa puas, dan indomaret juga
transaksi atas sebuah produk atau kelompok mempunyai playanan yang bagus terhadap
pelanganny
dilakukan dapat disimpulkan bahwa PT. pesaing baru potensial dan hambatan
konsumen, ukuran pasar yang besar, analisis SWOT-8K berada pada kuadran