PENERAPAN ANALISIS SWOT DALAM PERUMUSAN STRATEGI BERSAING PADA EDDY JAYA PHOTO

Abstract

This research is meant to find out and to conduct the SWOT analysis as the fundamental of the strategy
preparation in order to create the competitive advantage in Eddy Jaya Photo. The research is conducted by using
qualitative methods which consists of internal and external factors identification. Internal factors consist of good
reputation, product and service quality, experienced and professional employees, customer trust, incentive given
to the employees, the inappropriate facilities, the promotion strategy which is not widely yet, the lack of HR, the
company location, and the service of video editing is from the outside of the company. External factors consist
of complete offering product, PAPVOS organization, good corporation with organized event, there are new and
young photographers, the competition among competitors, the changes of customer taste, and credibility. The
result of this research shows that the company uses the SO strategy and differentiation strategy as the compete
strategy. Based on the result of the research it can be concluded that by conducting the SWOT, the process of
strategy preparation it can create the competitive advantage from the company.
Keywords: SWOT Analysis, Strategy, Competitive Advantage.