PENERAPAN ANALISIS SWOT UNTUK MENCIPTAKAN KEUNGGULAN BERSAING PADA APARTEMEN BALE HINGGIL SURABAYA

Abstract

Environment transformation and competition are determinant factors in the strategy planning which can be determined are the strengths, weakness, opportunities and threats (SWOT). This research been done by using qualitative method with the interpreative analysis technique which is data processing technique based on words or sentences with the basic supporting theories that supports and have connection with the issue that been talked and has a function as the analysis axplanation. Then the results been analyzed by using SWOT analysis method consist of strength and weakness identification using the matrix (Internal Factor Analysis Summary) IFAS and identification of threats and chance by using the matrix (External Factor Analysis Summary) EFAS.
The results of this results is to show based on the internal and external analysis that influence to the developer of Bale Hinggil Apartement Surabaya, the strategy that suitable is ST (Stenght Threat Strategy) and combined with the differentiation, low cost leadership strategy and focus strategy. Where on the differentiation strategy, developer made a different atmosphere on the building concept. In the low cost leadership strategy shows that the developers are able to compete with other compertitors and remain focused on the target of market segmentation.
Keywords:strength, weakness, opportunities, threats