ANALISIS SWOT STRATEGI PEMASARAN TOKO KELONTONG TERHADAP TOKO MODERN DARI SISI PEMILIK DAN PEMBELI

Abstrak

This research discusses the analysis of grocery store marketing strategies in dealing with modern stores using SWOT analysis in Rimbo Bujang (study at Evan's Store). The objectives of this research are: First, to find out what the marketing strategy of grocery stores is in dealing with modern stores using SWOT analysis in Rimba Bujang (study at Evan's Store). Second, to find out and analyze the impact of modern stores on grocery store traders at Evan's Store. This research uses primary data and secondary data, which was carried out through interviews and observations at the research location, to achieve the objectives of the research using qualitative research, this qualitative analysis uses data reduction techniques, data presentation and drawing conclusions. Marketing is also influenced by the marketing mix, which is a factor that is controlled and can influence consumer decisions in purchasing products. The results of this research are that the increasing development of modern stores has made grocery stores more inspired to implement good marketing strategies to compete against modern stores. The spread of modern shops has also entered residential areas. The rapid growth of minimarkets in residential areas close to each other has a negative impact on grocery stores. Sales turnover and business profits are experiencing increasingly downward changes. And grocery store owners haven't really implemented a marketing strategy based on the 7p marketing mix. These factors include product, price, location, promotion, people related to business processes, processes and physical evidence, and lack of analysis using a SWOT analysis basis.