Analysis of the Marketing Strategy of the Tofu Business at CV. Podomoro Sasa Village South Ternate District

Abstract

This study aims to identify internal factors and formulate marketing strategies that can be implemented at CV. Podomoro, Sasa Village, South Ternate District. The analysis method used is SWOT analysis with a purposive sampling approach to collect data regarding internal factors (IFAS) and external factors (EFAS). The analysis results show a total score of 2.26 for the IFAS matrix and 2.16 for the EFAS matrix. These findings provide an overview of the strengths, weaknesses, opportunities, and threats in the marketing strategy of the tofu business. Recommended strategies include: maintaining product quality through the use of technology, forming a tofu entrepreneurs' association, improving product quality, strengthening promotional activities, implementing good production management, establishing partnerships for marketing efficiency, and enhancing human resource knowledge and capital networking. This study is expected to contribute to the development of marketing strategies at CV. Podomoro.