THE MARKETING STRATEGIES BY USING SWOT ANALYSIS OF THE COMPANY XIJI STREET SNACK FRANCHISE MEDAN BRANCH S. PARMAN

Abstract

Business growth must be accompanied by a good marketing strategy, in a Franchise Company on Xiji S.Parman, Xiji S.Parman Medan Branch, this is done in a qualitative descriptive manner, where some of the quality of the data obtained is then made quantitative using a scale of measurement of weights and ratings are commonly used in conducting a SWOT analysis. Retrieval of objects is done by observing the location, in-depth interviews related to the right strategy to increase competitiveness, documentation, and related literature to support the problems presented. Furthermore, this study was analyzed using the SWOT analysis technique. The results of the study concluded that in its operations, the Company has carried out various marketing activities in the form of publicity, marketing, and direct selling to market products from the Medan Branch of Xiji S. Parman Franchise company so that consumers can get to know. The strategy that can be used to determine a competitive strategy for the S.Parman Snack Company Xiji Medan Branch is a stable growth strategy. This means that in the future development of the Xiji Sreet Snack S.Parman Medan Branch Franchise Company can use a role growth strategy but it is carried out in stages according to the priority scale. Companies that pay attention to marketing aspects because of a shortage of marketing personnel in charge of visiting customers. In the short term, the company needs to add employees to the marketing department. In addition, the company needs to create a website to promote its services to outsiders