Study of Marketing Strategy Formulation at Ok Clean Laundry using SWOT Analysis

¹ Department of Management, Faculty of Economics and Business, Universitas Musamus, Merauke 99600, Indonesia
² Department of Accounting, Faculty of Economics and Business, Universitas Musamus, Merauke 99600, Indonesia

^* Corresponding author: arifudin@unmus.ac.id

Abstract

Ok Clean Laundry is a type of individual business that is engaged in several services. The purpose of this research is to formulate a marketing strategy that can be applied to Ok Clean Laundry. This study uses the formulation of a marketing strategy in order to develop and be sustainable by formulating a business marketing strategy. In the input stage using the IFE and EFE matrices, then proceed with the analysis stage using the SWOT and IE Matrix to build alternative strategies so that the right alternative strategies for the company are obtained. This study used 6 people as samples and the data sources used were primary data (interviews) and secondary data (documentation and literature study). The results obtained from this study on the Internal Evaluation Factor (IFE) matrix, which is the strength of Ok Clean Laundry is to accept various types of laundry and each employee works according to their duties, uses social media as a means of promotion, provides discounted prices and business owners carry out direct supervision. And the results of the External Evaluation Factor (EFE) matrix, namely good market potential and the government facilitating business licensing, increasingly rapid technological developments are also business opportunities, and the high level of public consumption and the availability of water sources are opportunities for Ok Clean Laundry. market penetration strategy, product development, and market development (expansion).