ANALISIS STRATEGI PEMASARAN PADA APOTEK K24 AROEPPALA MAKASSAR

Choirunnisa Hidayatu Sholihah. 2023. Marketing Strategy Analysis at K24 Aroeppala Pharmacy Makassar, supervised Mr. Yuswari Nur and Mr. Syuryadi
This research aims to find out and analyze how the marketing strategy is used at the K24 Aroepala Pharmacy Makassar. This study uses a marketing mix strategy(product, price, place, promotion). In this study, apart from being analyzed using descriptive qualitative analysis SWOT (Strength, Weakness, Opportunity, Threat) analysis was also used, IFAS, EFAS and Cartesian SWOT Diagrams. The results of this study indicate that the IFAS score of 2.86 indicates a strong internal position, the EFAS score of 3.04 indicates that the company responds toexisting opportunities in an extraordinary way and avoids threats in its industrial market. The Cartesian diagram shows the company's position in an aggressivestate, which is very profitable for companies in quadrant 1. The SWOT matrixfor Aroepala K24 Pharmacy Makassar is in the SO box, where the company is abletotake advantage of existing opportunities with the company's strengths, this is goodfor the Pharmacy K24 Aroepala Makassar to reduce weaknesses and minimize threats in order to increase sales.