PENERAPAN STRATEGI PEMASARAN MELALUI PENDEKATAN SWOT GUNA MENINGKATKAN VOLUME PENJUALAN DI UD.MENTARI JAYA

ABSTRACT
This study aims to determine the right business strategy and competitive by first identifying, assessing internal factors and external environment affecting the company. This is done by using the method of SWOT analysis (Strength, Weakness, Oppurtunity, Threat). SWOT Analysis is the analysis used to evaluate business opportunities and threats in the environment as well as strengths and weaknesses internal company owned. This study uses purposive sampling technique to obtain the sample, the number of samples taken. The population in this study all employees on the UD. Mentari Jaya company and people who ever consumtion product of UD. Mentari Jaya, collecting data using questionnaires. The results obtained that the selection of an appropriate marketing strategy on the company's UD. Mentari Jaya is to increase market share, improve service quality, promoting the effective and appropriate, and develop the quality of human resources.
Key words: Strengths, Weaknesses, Opportunities, Threats