Marketing Strategy Using a Marketing Mix Approach with SWOT Analysis

Abstract

This research aims to formulate a strategy for Naura's Store based on the results of the method used and identify how to determine a marketing strategy using a marketing mix approach for the Naura's Store business based on SWOT analysis. The research method used is descriptive qualitative research using data collection methods through observation, interviews and documentation of research objects which are then analyzed using SWOT analysis. Based on the research results, it shows that the strategy that has been implemented by the Naura's Store business with SWOT analysis is in the aggressive strategy quadrant which is also known as the S-O quadrant or "sweet spot", which is the ideal zone and optimal place for the Naura's Store business to operate. Here, internal strengths (S) combine with favorable external opportunities (O), creating synergistic conditions and great potential for growth and success. The focus of an aggressive strategy as well as exploiting the synergy between strengths and opportunities will drive the business towards long-term success.