ANALISIS STRATEGI POSITIONING PERUSAHAAN MELALUI PENDEKATAN SWOT ANALYSIS (STUDI KASUS PADA PT GUTEN INC)

Yafi Nur Akram. 2020. Analysis of the Company's Positioning Strategy through the SWOT Analysis Approach (Case Study at PT Guten Inc), supervised by Fitriani Latief.
This study aims to (a) find out in what quadrant PT Guten Inc's position is seen from the calculation results of the SWOT analysis (b) What positioning strategy is
appropriate for PT Guten Inc based on the results of the SWOT analysis.
This study was conducted with a quantitative approach with data collection techniques through direct observation, interviews, questionnaires and literature studies. The analysis was applied based on internal and external environmental factors that affect the determination of corporate strategy. Data processing used the IFAS &
EFAS matrix and the SWOT matrix The result of the IFAS matrix is 3.29 and the EFAS matrix is 3.19, which means
that PT Guten.Inc in the SWOT matrix is in cell II so that the strategy that can be done is aggressive strategy. The results of the SWOT matrix analysis are in quadrant II with
an aggressive strategy that can be applied, namely the S-O strategy (Stregth�Opprtunity), which means that PT Guten Inc can take advantage of opportunities with maximum strength.