Research Paper
Year: 2020 | Month: July | Volume: 7 | Issue: 7 | Pages: 127-135
Analysis of Strategy to Improve the Competitiveness of PT Lunata Teknokindo Group Medan
Riswanda Pranata1, Isfenti Sadalia2, Yeni Absah2
1,2Magister of Management, Postgraduate School of University of Sumatera Utara
Corresponding Author: Riswanda Pranata
ABSTRACT
Comprehensive analysis of the environment is important to do in recognition of the various types of internal and external forces that affect the organization. The purpose of this study is to analyze the strengths and weaknesses (internal environment) of PT LunataTeknokindo Group, analyze opportunities and threats (external environment) of PT LunataTeknokindo Group and analyze the most appropriate marketing strategies that must be carried out by PT LunataTeknokindo Group to win the competition. This research uses a qualitative research method with descriptive research type. For this research the key informants were 1) Commissioner 2) Director 3) Director of IT 4) Sales Marketing Manager 5) Administration Manager 6) Financial Manager. The total value of IFE is 3.23 and the total value of EFE is 3.16. The total value of IFE and EFE is obtained from the sum of the scores on each factor, where the score is obtained from the multiplication between the average rating and the average weight for each factor. This value shows the position of quadrant I, which shows the strategy needed for the company today is “grow and build strategy”.
Keywords: SWOT, IFE, EFE
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