Marketing Strategy using SWOT and QSPM Methods
Bungaran Saing1, Eni Wulandari2, Rorim Panday3

1Bungaran Saing, Department of Chemistry, Faculty of Technique, Bhayangkara Jakarta Raya University, Bekasi, Indonesia.
2Eni Wulandari, Department of Industry, Faculty of Technique, Bhayangkara JakartaRaya University, Bekasi, Indonesia.
3Rorim Panday*, Department of Management, Faculty of Economics, Bhayangkara JakartaRaya University, Bekasi, Indonesia.
Manuscript received on March 15, 2020. | Revised Manuscript received on March 24, 2020. | Manuscript published on March 30, 2020. | PP: 4718-4725 | Volume-8 Issue-6, March 2020. | Retrieval Number: F9738038620/2020©BEIESP | DOI: 10.35940/ijrte.F9738.038620

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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC BY-NC-ND license (

Abstract: Hijab Alila (HA) is one of the Muslim fashion brands in Indonesia. This brand has 52 distributors to distribute its products to all customers in Indonesia, one of which is the Karawang distributor. In carrying out its distribution in the Karawang region, this distributor had internal and external constraints. The purpose of this study is to determine the company’s external and internal environmental factors and find out appropriate alternative strategies. The method used are SWOT and QSPM. The data used are secondary and primary data. Secondary data were obtained from company data, literature studies, books, internet, and journals. While the primary data obtained from the questionnaire, interviews and observation. Based on the results of data processing, it is found that the value of the internal matrix is 3.15 and the value of the external matrix is 2.71. Then for the results of the IE matrix, it is found that the Karawang distributor occupies position IV which is called the growth and develop the position. In this position, the company carries out market penetration strategies, market development, and product development. Then for the results of QSPM, the company is advised to promote the product through as many social media accounts in the most possible creative way to reach a wider and more market.
Keywords: Marketing Strategy, Karawang Distributor, SWOT, QSPM.
Scope of the Article: Marketing and Social Sciences.