CHAPTER I
INTRODUCTION
A.
Background of The Study
Nowadays, the condition of
environment is increasingly complicated and complex and it changes every
second, either external or internal environment. The existence of companies is
related to the environment of business, in which the situation and condition of
an environment have strong influence to the operational of a company. There
have been more competitive rivalries among companies so that the factor of the
environment can not be ignored by them.
Every company has to know
the environment changes occurring happen, because it is completely important to
determine the strategy that will be decided by the company to achieve its
goals. Therefore, it needs a mature planning to obtain them. And if the
environment is easier to change, the impact of the implementation of the
strategy is greater.
Marketing has an important
role for the existence of the company. Marketing is a function which has
greatest contact with external environment; yet, the company simply has limited
control to it. Consequently, marketing plays an essential role in developing
the strategy (Tjiptono, 1997; 16). Tull and Kahl (in Tjiptono; 1997), define
marketing strategy as a fundamental mean which is planned to gain the goals of
the company by developing the dominance to compete continuously via market established and marketing program that
is used to serve the objective market up. Formulating marketing strategy needs
some analytic approaches by understanding the strength and the weakness, the
opportunity and the threat in the company so that is it capable to face the
changes of the environment. The changes of that environment can be analyzed by
using SWOT analysis.
SWOT analysis is an
identification of external and internal factor and it is also a strategy which
reflects the comparison between both of them. Logically, an effective strategy
is the way to maximize the strength and the opportunity of business, but in the
same time it is also minimizes the weakness and the threat.
The purpose of the
implementation of SWOT analysis that is done by the company is for obtaining
the compatibility between the strength and the weakness of the company with the
opportunity and the threat obstructing the goal achievement. Therefore, the
manager has to analyze the external and internal environment to identify the
factors which have influence the company, predict the next action based on the
trend, determine the opportunity and the threat shown by external environment,
identify the internal environment factor of the company, establish the strength
and the weakness of the company shown by internal environment.
Tofu is known since a long time ago,
particularly in Java, as food supplement to staple food; which is a source of
protein with low cholesterol. The price of tofu is still low compared to other
food source of protein such as fish, chicken and meat. Yet, the existence of
tofu home industries can not be separated from competitors, because in Java
Island, there are lots of home industries. Like any other companies, tofu home
industries need strategy to reach their goals. Because of that reason, making a
SWOT analysis is very important.
“28” tofu home industry
is a new company and the biggest tofu industry in Bondowoso. Although not long established “28”
tofu home industry has average production 1 - 1, 5 ton/days, in fact the
production ever reach for 2 ton in fasting month “Ramadhan” and “Idul
Fitri”. Another strengthen is on its main material which uses local
soybeans and imported American soybeans. These, make “28” tofu home
industry have better value and quality.
To face the increasing soybean price and
equalize customer demands must have new strategy. It has to know every positive
and negative things of their company by using SWOT analysis which has important
influence to formulate its new marketing strategy.
All of the explanations
which are resulted from SWOT analysis will inform the management about the
condition of the area and the position of the company. These information are as
the basis in determine the marketing strategy which is exactly appropriate to
be done in order that the goal of the company can be achieved.
Based on the explanation
above, the title of this study is SWOT ANALYSIS IN APPLICATION OF MARKETING
STRATEGY, A Case Study in “28” Tofu Home Industries.
No comments:
Post a Comment