SWOT AND QSPM ANALYSIS IN DETERMININGMARKETING STRATEGIES FOR PROCESSEDCATFISH PRODUCTS AT PT ALANG-ALANGTUMBUH SUBUR BOYOLALI
DOI:
https://doi.org/10.47701/c17r6q71Keywords:
Marketing strategy, processed catfish products, SWOT, IFAS-EFAS, QSPMAbstract
PT Alang-Alang Tumbuh Subur is a catfish product processing company with significant growth potential, supported by an abundant supply of raw materials in Boyolali Regency. However, this potential has not yet been fully realized due to suboptimal marketing efforts, resulting in challenges such as limited market reach, low brand awareness, and increasingly intense business competition. This study aims to analyze the internal and external factors influencing the marketing of processed catfish products and to formulate appropriate marketing strategies to increase sales. This study employs a case study method with a quantitative descriptive approach. Data were collected through observation, interviews, documentation, and the distribution of questionnaires to internal and external stakeholders of the company. Data analysis was conducted using the Internal Factor Analysis Summary (IFAS) Matrix, Eksternal Factor Analysis Summary (EFAS) Matrix, SWOT Matrix, and Quantitative Strategic Planning Matrix (QSPM). The results indicate that the company’s primary strength is the relatively guaranteed availability of catfish raw materials, while its main weakness is suboptimal digital promotion. The IFAS analysis results show a strength score of 1,79 and a weakness score of 1,50, while the EFAS analysis shows an opportunity score of 1,58 and a threat score of 1,74. The SWOT Matrix results indicate that the company is located at coordinates (0,145;-0,080), placing it in Quadrant II (ST Strategy/Diversification). Based on the SWOT analysis, three strategic alternatives were identified: strengthening digital marketing and brand identity; developing innovation and product diversification; and expanding the distribution network and marketing partnerships. The QSPM analysis results indicate that the recommended priority strategy is to Strengthening Alang-Alang’s digital marketing and brand identity through social media, product packaging, and digital marketing channels to support the product’s competitiveness, with a Total Attractiveness Score (TAS) of 6,74.
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