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

. 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).


Introduction
The development and expansion of the business as well as its success is the result of the ability to keep up with the times [1]. Micro-enterprises are one of the service industry sectors that require special attention from the government because of their important role in solving problems, especially economic problems [2]. The industrial sector has a strategic role in achieving economic development goals [3]. Facing the increasing dynamics of today's competitive situation, it is important for organizations to make long-term strategies. If a company wants to maintain its competitive advantage in the market economy and quickly adapt to the changing environment then the company must adapt its own development strategy in a timely and effective manner according to the environment. The company must also define the target market, communicate the unique advantages of its business, and must develop several important factors of offerings and services to its competitors. Marketing strategy in service companies has a relationship in the process of developing communication with consumers, both of which can be observed carefully through the needs and desires of * Corresponding author : arifudin@unmus.ac.id consumers. It is expected that the company will be able to generate value, segmentation, and targeting as well as its services [4]. Without a good marketing strategy, it is quite difficult to develop a business [5].
One of the growing service industry sectors is the laundry or laundry service sector. Laundry service is a standard service that is usually provided by hotels. However, along with the development of technology and the emergence of community needs due to busy work, many business actors have started to appear offering large laundry services. To fulfil society's basic need for clean clothes, the demand for services persists even as it becomes a financially sustainable business [6]. However, survival requires entrepreneurial knowledge and strategic agility of business owners to give birth to innovation [7]. Innovation affects organizational performance positively through the marketing strategy process [8]. n the city of Merauke itself, many people work, both men and women, the level of activity have also increased and the diverse financial conditions of the community have resulted in the emergence of new businesses with new ideas aimed at responding to the needs of many people. This also encourages the owner of Ok Clean Laundry to set up a business in the Laundry service sector. The laundry business has recently experienced very rapid development so it clearly indicates that there is very tight competition. Ok Clean Laundry must develop a plan to compete and must develop a competitive advantage in doing business [9]. In general, all goods and service companies must be able to develop sustainable strategies with the help of internal and external SWOT analysis techniques [10], [11]. SWOT analysis was also used in research conducted by [12], [13].
Using a SWOT analysis in a company will provide guidance to help the company become more focused. This allows the SWOT analysis to be used later as a comparison of thoughts from various points of view, both in terms of strengths and weaknesses as well as opportunities and threats that may arise in the future. It is based on the logic that one should maximize strengths and opportunities as well as minimize weaknesses and threats [14], [15]. So a more accurate and comprehensive performance measurement system is needed that can provide an alternative strategy for the company [16].
Ok Clean Laundry is a type of individual business that is engaged in several fields of washing services, ranging from laundry services for kilograms and units of clothes to washing carpets, sofas, spring badges, dolls, and shoes to car interiors. From the results of a survey on the Ok Clean Laundry industry, there are two laundromats that are the biggest competitors, namely Onggat Laundry and Exa Laundry. However, Ok Clean Laundry has strengths that its competitors do not have, namely providing free shuttle services for carpets, sofas, springbadts or other large capacity items in the Merauke city area, providing free washing bonuses in certain categories if they meet the requirements, and has various washing services ranging from clothes, shoes, carpets, sofas, motorbikes to car interiors, this aims to attract as many customers as possible with a variety of different service needs, which are rarely owned by other similar businesses.
However, there are also some weaknesses, such as the services provided, especially if the business owner is not in place, the employees often work carelessly, resulting in complaints from customers. Apart from that, from human resources, they do not have professional employees who are experts in their fields besides that the equipment they have is incomplete and financial limitations. There seems to be a need for professionalism, and corporate control can no longer be done based on intuition or experience alone, but knowledge is another important factor that needs to be integrated [17].
Performance improvement by implementing an effective marketing strategy is one of the benchmarks that can support the excellence of a business. However, in its development, the Ok Clean Laundry business has not reached the expected target where the realization of income tends to be unstable. This can be seen in the form of a turnover diagram for 2020-2021 in Figure 1. By looking at the picture above, Ok Clean Laundry's turnover which is unstable and tends to decrease could be because similar competitors are starting to realize the strong competitiveness of Ok Clean Laundry, so it is important to analyze various factors that affect internal and external sides using analysis. SWOT in its management in order to formulate the most appropriate marketing strategy according to the company's conditions.

Research Methods
This study uses a qualitative descriptive approach which is intended to explain narratively the marketing strategy of Ok Clean Laundry with a SWOT analysis. Qualitative research is understood as research that aims to be able to see a phenomenon about something suggested by the research subject as a whole and through descriptions, namely in the form of words and language in a natural, special context and using various scientific methods. The type of research approach is descriptive which is an attempt to answer the solution to the problem based on the data [18].
In determining the informants, researchers used the purposive sampling method which is a method of collecting samples from data sources by considering certain things .The consideration in question is someone who is believed to know our expectations and Snowball Sampling is one way of determining the sample which was originally only a small number, gradually increasing will become large [19]. The following is a research sample shown in the

Company Internal Environment
Internal Factor Evaluation Matrix (IFE matrix) is the development of strategies to collectively assess strengths and weaknesses. The following is the internal factor evaluation matrix (IFE Matrix) from Ok Clean Laundry. Based on the results of the IFE (Internal Factor Evaluation) Matrix analysis in the table above, it can be seen that the main strength of Ok Clean Laundry is to accept various types of laundry and each employee works according to their respective duties with a weighted score of 0.327 and 0.312, respectively. Another strength of Ok Clean Laundry is the free shuttle within the city of Merauke with a weighted score of 0.302 and other strengths are using social media as a means of promotion with a weighted score of 0.279, providing discounted prices, and direct supervision of business owners being the next strength with successive weighted scores are 0.278 and 0.231 respectively.
The factors that become the main weakness of Ok Clean Laundry are the lack of promotional activities and the lack of thoroughness of employees in working with a weighted score of 0.104 and 0.151, respectively. another disadvantage is that it does not have separate marketing and operating area with a weighted score of 0.212 and 0.271 respectively.

Company External Environment
The External Factor Evaluation Matrix (EFE Matrix) is useful for enabling strategists to summarize and evaluate the economic, socio-cultural, demographic, political environment, governance, legal, technology, and competition information. The following is an external factor evaluation matrix (IFE Matrix) from Ok Clean Laundry. Based on the analysis of external factors owned by Ok Clean Laundry, it can be seen that the biggest opportunity that Ok Clean has is good market potential and the government facilitates business licensing with a weighted score of 0.349 and 0.334, respectively. Furthermore, the rapid development of technology is also an opportunity for Ok Clean Laundry with a weighted score of 0.315. In addition, the high level of public consumption and the availability of water sources is an opportunity with a score of 0.309.
The biggest threats faced by Ok Clean are products that are easy to imitate and the potential for entry of new entrants with weighted scores of 0.092 and 0.132, respectively. In addition, another threat to Ok Clean Laundry is the high bargaining power of consumers and changes in consumer tastes with weighted scores of https://doi.org/10.1051/shsconf/202214903027 , 03027 (2022) SHS Web of Conferences 149 ICSS 2022 0.145 and 0.189. The next thing that is also a threat to Ok Clean Laundry is the change in production technology with a weighted score of 0.227.
Based on both internal and external factor analysis values, it can be seen that Ok Clean Laundry is currently in quadrant V which is the "hold and maintain" position as shown in Figure 2. Strategies that can be carried out according to the company's position in quadrant V are market penetration strategies, product development, and market development.

Market Penetration
Market penetration is a strategy to increase market share for services that are already in the market through more vigorous marketing efforts. These activities include increasing advertising costs and increasing promotion and publicity. Market penetration that can be done by Ok Clean is to increase the effectiveness of promotions by continuously distributing leaflets or installing billboards in crowded places or shopping centers and maximizing Ads facilities on social media.

Product Development
Product or service development is a strategy to increase sales by modifying existing products or services, for example by launching cost-effective packages or improving service quality by implementing Total Quality Management (TQM) and making SOPs for the company's operational activities.

Market Development
Market development is a strategy to attract more new customers for existing products. The company can create a special marketing section to find new market segments for its products. By seeking new markets, the company seeks to enlarge its marketing area. In this way, the sales volume can be increasedThank you to the Chancellor of the Musamus University for facilitating and supporting this publication as well as the head of the Education and Culture Office of P&K Merauke Regency, Inpres Kampung Baru elementary school Merauke for giving permission to carry out this research and the entire ICCS Team in Musamus as well as national administrators who are willing to accept this research this article.

Conclusions
From the results of the study, it can be concluded that after identifying the internal and external environment of Ok Clean Laundry, the internal factors that become the biggest strengths are Ok Clean accepts various types of laundry and the biggest weakness of the company is the lack of promotional activities. Meanwhile, external factors which are the biggest opportunities for the company are good market potential and external factors that are a threat to Ok Clean Laundry are products that are easy to imitate. And the results of processing the IFE and EFE matrices show that Ok Clean is in the "maintain and maintain" position. And the strategy that can be done is a product development and market penetration. Meanwhile, based on the SWOT analysis, there are 5 alternative strategies that can be carried out by Ok Clean Laundry, such as: implementing TQM, increasing promotional activities, creating special marketing sections, making economical packages, and making SOPs in carrying out operational activities.