April 30, 2024Open Access

Marketing Strategy Analysis using AHP-SWOT Method to Increase Sales Volume

Puntos clave

Sales volume increased due to proposed strategies focused on product quality and promotion improvements.
The highest weight determined by AHP was 43.35% for the product aspect, emphasizing quality and display.
Analysis employed AHP and SWOT methods to assess current marketing strategies for better outcomes in sales volumes and adjustments needed for threats faced by the company. These strategies may include better quality control and expanded promotional efforts via social media and marketplace channels, enhancing visibility and engagement with potential customers. Now, the company needs to act on these findings to stabilize sales and profits.

Resumen

PT. X is a food manufacturer located in Gresik. Currently, the company, which was established in 2018, is facing an issue, namely a decline in sales figures leading to a significant decrease in profit. Therefore, this research will analyze the existing marketing strategies to propose new strategies to increase sales. The method used in this study is AHP-SWOT. AHP is used to determine the weighting of each aspect, while SWOT is used to determine proposed strategies. Based on the research conducted, it was found that the aspect with the highest weight, at 43.35% as determined by AHP, is the product aspect, which includes product quality, variety, and display. Based on the SWOT results, it was found that PT. X is in quadrant 2, indicating that the company still has strengths but faces various threats. Proposed strategies include increasing product quality with halal-labeled products and expanding promotion reach by utilizing social media campaigns and marketplace.

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