ANALISIS SWOT DALAM MENENTUKAN STRATEGI PEMASARAN PADA AHASS HONDA DAYA MOTOR SURABAYA

Abstract

The purpose of this research is to find out and to analyze the right corporate strategy in enhancing the sales volume at AHASS Honda Daya Motor Surabaya. The descriptive qualitative method is used as the data analysis technique. It has been carried out by collecting, processing, and presenting the obtained data in the form of complete and valid information so the researcher will be more convenient to obtain the description about the characteristics of the object of the data. The data collection is done by using document and interview. Based on the result of the research which has been done by using internal and external analysis of the company and Cartesian diagram has found that the primary strategy of AHASS Daya Motor Surabaya is Growth strategy in which the AHASS Daya Motor Surabaya can grow its dealer and workshop by developing the skill of the employees and by using better promotion. Based on the matrix of SWOT it can be concluded that some development has been through internal and external factor consideration which can bring benefit for the improvement of AHASS Daya Motor Surabaya.
Keywords: Corporate Strategy, SWOT, Internal Factor Internal, External Factor