Marketing Strategy Based on SWOT Analysis in increasing the competitiveness of MSMEs selling Bagansiapiapi souvenirs

Abstract

This research aims to analyze the extent to which marketing strategies based on SWOT analysis can help souvenir-based MSMEs in increasing their competitiveness, assess the effectiveness of applying SWOT analysis in formulating more targeted marketing strategies for souvenir-based MSMEs, and measure the level of success of household souvenir MSMEs. Souvenirs in facing business competition after implementing a marketing strategy based on SWOT analysis. The method used in this research is descriptive qualitative with SWOT analysis techniques. Research results where: Utilizing internal strengths to take advantage of external opportunities by diversifying unique and quality distinctive products in accordance with market trends, overcoming internal weaknesses by exploiting external opportunities, such as seeking additional funding sources to increase capital and technology, using internal strengths to overcome external threats, such as strengthening branding and product quality to face intense competition, reducing internal weaknesses and avoiding external threats by increasing operational efficiency, diversifying products, looking for strategic partners, and adjusting marketing strategies.