PENERAPAN MANAJEMEN STRATEGIK MENGGUANAKAN ANALISIS SWOT UNTUK MENINGKATKAN DAYA SAING PEMASARAN PADA MU GUNG HWA SUPERMARKET
DOI:
https://doi.org/10.69714/5teezy29Keywords:
Strategic Management, SWOT Analysis, Marketing Strategy, Marketing Competitiveness, Retail Business, SupermarketAbstract
The retail industry has become increasingly competitive, accompanied by changes in consumer behavior toward digital shopping. As a retailer specializing in Korean products, Mu Gung Hwa Supermarket needs to implement strategic management to adapt to changes in the business environment and maintain its marketing competitiveness.
This study aims to analyze the implementation of strategic management using SWOT analysis to improve the marketing competitiveness of Mu Gung Hwa Supermarket. The research employed a descriptive qualitative approach using SWOT analysis. Data were collected through observations, interviews, and a review of relevant literature.
The results show that Mu Gung Hwa Supermarket's strengths include a comprehensive range of Korean products, high-quality customer service, and the utilization of digital media. However, the company also faces several weaknesses, including relatively high prices for imported products, a limited number of branches, and digital promotional activities that have not yet been optimized. Opportunities arise from the growing public interest in Korean culture, while the main threats come from competition with modern retail businesses and online shopping platforms.
Based on the SWOT analysis, the company should strengthen its digital marketing strategy, improve service quality, and develop more innovative promotional programs to capitalize on market opportunities and enhance its marketing competitiveness sustainably.
References
[1] M. A. Miradji, W. A. S. Vercelly, M. K. Aisyah, A. Yuherda, and R. M. Faiz, “Inovasi Dalam Manajemen Strategi: ‘Membangun Keunggulan Kompetitif BisnisDi Era Digital’. Jurnal Manajemen Dan Bisnis, 2(1), 28-38,” pp. 28–38, 2024.
[2] Sofronia Lawinda Nevinra and A. S. Anita Kartika Sari, “Meningkatkan Daya Saing Bisnis,” vol. 3, no. 9, 2023.
[3] D. Rahmawati and P. Sulistyowati, “Pengaruh Promosi , Persepsi Harga , dan Kualitas Pelayanan terhadap Kepuasan Pelanggan E-commerce Shopee di Boyolali,” vol. 6, no. 1, pp. 22–33, 2026.
[4] H. Saepudin and M. Muljadi, “Implementasi Strategi Pemasaran Dengan Menggunakan Metode Swot Dalam Upaya Meningkatkan Daya Saing Di Indomaret Fresh Talaga Bestari,” Pros. Simp. Nas. Multidisiplin, vol. 4, p. 492, 2023, doi: 10.31000/sinamu.v4i0.8058.
[5] A. A. Ramdhanti, R. G. Suci, A. Faradiva, and N. Thalia, “Strategi Persaingan Usaha melalui Analisis SWOT pada Perusahaan Sewa Kendaraan Eksekutif PT . A,” vol. 12, pp. 97–105, 2026.
[6] Aulia Hari Maharani, Natasia Irwana, and Indah Noviyanti, “Penerapan Manajemen Strategi Melalui Evaluasi SWOT Pada CV MM Acing Jaya Di Pangkalpinang,” Holist. J. Manag. Res., vol. 10, no. 1, pp. 52–57, 2025, doi: 10.33019/bc7q2y04.
[7] N. S. Putri, Leoni Frissillia, “Manajemen Strategi dengan Pendekatan Analisis SWOT untuk Meningkatkan Daya Saing di Pasar Bunga Lokal,” J. Akunt. Aisyah, vol. 5, no. 1, 2024.
[8] J. Ilmu, E. Rotua, B. Sitorus, and U. Mulawarman, “Proses Perumusan Strategi Analisis Formulasi Implementasi dan Evaluasi serta Model-Model Perumusan Strategi seperti Matriks BCG ( Boston Consulting Group ) Matriks Space dan Lainnya di Tingkat Sekolah Dasar Motivasi current Penelitian ini menggunakan sampel penelitian probability sampling dengan pendekatan teknik random,” vol. 3, pp. 49–54, 2023.
[9] M. Jannah, A. N. Faizah, A. J. Indraputri, V. E. Puspita, R. Hidayat, and M. Ikaningtyas, “Pentingnya Analisis Swot dalam Suatu Perencanaan dan Pengembangan Bisnis,” IJESPG J., vol. 2, no. 1, pp. 9–17, 2024.
[10] R. M. A1, Taufik Hidayat,*, Anna Wulandari a2 , Heru Mulyanto b3, Andreas Riski Bastanta a4, “Meningkatkan Daya Saing UMKM melalui Analisis SWOT dan NIB,” J. Komunitas J. Pengabdi. Kpd. Masy., vol. 7, no. 1, pp. 8–13, 2024, doi: 10.31334/jks.v7i1.3798.
[11] M. H. Naufal et al., “Peran Analisis SWOT dalam Perumus Strategi : Systematic Literature Review pada Studi Empiris Perusahaan dan Organisasi,” vol. 03, no. 01, pp. 709–724, 2026.
[12] Z. Badi’ati Nabilatul, “Peningkatan Daya Saing Toko Bangunan Sumber Rejeki,” vol. 6, no. 2, pp. 452–462, 2023.
[13] Y. Bobi, A. Dominggus, and Tiara, “Jurnal Pendidikan Ekonomi ( JURKAMI ) ANALISIS STRATEGI PEMASARAN DALAM UPAYA MENINGKATKAN MINAT BELI,” 2025.
[14] M. Masmudah, M. Rosanthi, S. Susiyanti, E. A. Tombi, and W. G. Mulawarman, “Implementasi Model Analisis SWOT di SDIT Istiqamah Balikpapan,” J. Ilmu Manaj. dan Pendidik., vol. 2, no. 2, pp. 51–56, 2022, doi: 10.30872/jimpian.v2i2.2334.
[15] C. Novia, S. Saiful, and D. Utomo, “Analisis SWOT peningkatan daya saing pada UKM keripik nangka di Kabupaten Malang,” Teknol. Pangan Media Inf. dan Komun. Ilm. Teknol. Pertan., vol. 12, no. 1, pp. 61–69, 2021, doi: 10.35891/tp.v12i1.2460.
[16] Kartin Aprianti et al., “Analisis SWOT untuk Meningkatkan Daya Saing pada UMKM Tarekli Salama Kelurahan Na’e Kota Bima,” J. Manag. Soc. Sci., vol. 3, no. 4, pp. 82–89, 2024, doi: 10.55606/jimas.v3i4.1602.
[17] Nur Izsasi Aminah Haryanti, Safinatun Najah, Fidyah Apriliani Fidori, and Mu’alimin Mu’alimin, “Strategi Inovasi untuk Meningkatkan Daya Saing Organisasi di Era Digital,” J. Manuhara Pus. Penelit. Ilmu Manaj. dan Bisnis, vol. 3, no. 3, pp. 128–138, 2025, doi: 10.61132/manuhara.v3i3.1919.
[18] W. A. Setiawan, A. H. Zahro, N. W. Ramadanti, A. F. Fadila, and A. Zahro, “Dampak Ekspansi Marketplace Terhadap Daya Saing Bisnis Ritel di Indonesia Pendahuluan Semakin berkembangnya digitalisasi memudahkan dalam penggunaan,” vol. 1, no. 3, pp. 88–99, 2025.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Jurnal Ilmiah Akuntansi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
