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BENEFITS OF SWOT ANALYSIS IN MARKETING STRATEGY FOR

SUSTAINABLE BUSINESS MANAGEMENT

Marissa Grace Haque

, Muhammad Yasir

, Robertus Suradji

, Istianingsih

Sekolah Tinggi Ilmu Ekonomi Indonesia Banking School, Jakarta, Indonesia

Faculty of Economics and Business, Universitas Bhayangkara Jakarta, Indonesia

2, 3 ,4

marissa.haque@ibs.ac.id

, muhammad.y[email protected]arajaya.ac.id

robertus.suraji@dsn.ubharajaya.ac.id

, istianingsih@dsn.ubharajaya.ac.id

ABSTRACT

By developing the right marketing strategy based on a thorough SWOT analysis, the company can

improve its performance and achieve sustainable growth according to targets. Especially when business

competition in the world is getting tighter, and geopolitical shifts significantly influence geoeconomics,

which has an impact on the national economy. Company management needs to implement marketing

strategies more vigilantly, so that they remain effective and efficient, on an ongoing basis. In this context,

SWOT analysis is used as a tool to reveal strengths, weaknesses, internal opportunities as well as external

threats and opportunities. SWOT analysis can help company management to develop increasingly

precise marketing strategies, with the aim of increasing sales volume. The results of the research show

that the use of SWOT analysis supports company management in developing more effective and efficient

marketing strategies, so as to increase the sales volume of products and services in an increasingly

competitive world market.

Keywords : SWOT Analysis; Marketing Strategy; Sustainable Business Management

INTRODUCTION

The approach regarding SWOT analysis in marketing management is very relevant in the

context of modern business. Understanding a company's internal and external environment is a

crucial step in identifying strengths, weaknesses, opportunities and threats that can affect business

performance.

The active participation of company founders and leaders in a SWOT analysis is very

important because they have a deep understanding of the company's vision, mission and goals.

However, they also need help from various parties to carry out this task effectively. Bringing

together a group of individuals with diverse backgrounds and views can help gain a

comprehensive perspective on the organization and its environment. Selecting people who can

represent various aspects of the business such as marketing, product development, sales, and

customer support is the right move. By involving individuals from various departments and

functions, a SWOT analysis can become more holistic and in-depth.

The research mentioned (Ibrahim et al., 2022) shows the importance of involving all

relevant parties in a SWOT analysis to achieve optimal results. This reflects the importance of

interdepartmental collaboration and communication in formulating effective marketing strategies.

Thus, the conclusion that can be drawn is that SWOT analysis is an important tool in marketing

management that requires the active involvement of company leaders and various stakeholders to

identify key factors that influence business performance and formulate appropriate strategies to

deal with them.

The increasingly fierce level of business competition currently means that business owners

need to have a plan so that the company can survive and develop. The increasing number of

businesses offering products and services to compete shows this. Every business actor must come

up with various creative ideas to be able to excel in competition at this level of competition.

Business actors must of course be able to adapt to changes in the business environment in order

to survive in intense competition. SWOT analysis is a strategy that describes how a business

expects different marketing initiatives or programs to influence the demand for a particular

product in the target market (Sari et al., 2023).

Marketing strategy is important in business because it can develop business. It is necessary

to implement marketing strategies to boost sales to prepare ourselves to face intense competition

Benefits of SWOT Analysis in Marketing Strategy for Sustainable Business Management 
 
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between companies. One way to read a company's internal environment is to focus on its strengths 
and  weaknesses.  The  internal  aspects  of  a  company  include  its  strengths  and  weaknesses. 
Regarding the strengths of the company, it is seen that it offers high-quality goods at consumer-
friendly prices, a well-organized organizational structure, and both. The company's shortcomings 
can be seen from poor product quality, unaffordably costs, and an unorganized organizational 
structure. 
SWOT  analysis  is  indeed  a  very  useful  tool  and  can  be  applied  by  various  types  of 
businesses, both small scale  such as micro, small  and medium enterprises (SMEs) and large 
companies. The research shows that SWOT analysis can increase sales through various marketing 
strategies designed based on the analysis' findings. 
A study conducted by Olga and Arman (2020) highlighted how SWOT analysis can be used 
to  formulate  effective  marketing  strategies,  including  in  terms  of  promotion  and  product 
packaging. By analyzing the strengths, weaknesses, opportunities and threats facing a company, 
the right marketing strategy can be designed to maximize sales potential and business growth. 
Apart from that, research conducted by Rumengan and his colleagues in 2023 shows that 
SWOT analysis can also be applied in developing companies in the service sector, as happened 
with PT Pegadaian. In this context, SWOT analysis helps a company to identify internal and 
external factors that influence its business performance, so that appropriate marketing strategies 
can be formulated to increase sales and optimize the services provided. 
This  research  provides  an  illustration  of  how  the  use  of  SWOT  analysis  can  make  a 
significant contribution to understanding marketing strategy objectives by paying attention to 
strengths,  weaknesses,  opportunities,  to  increase  sales  and  achieve  sustainable  business 
management. Company management can more carefully identify the steps that need to be taken 
more efficiently and effectively. 
 
RESEARCH METHOD 
The method in this research is to use a literature review method which involves searching 
databases from several reference sources, namely books, journals and information data regarding 
SWOT analysis, strategic management, and those related to both. This writing uses a qualitative 
descriptive system sourced from Google Scholar and Open Knowledge Map. In this research, 
previous  research  used  SWOT  Analysis,  Marketing  Strategy,  and  Sales  Increase  (Saputra  & 
Sumantyo, 2023). 
 
RESULT AND DISCUSSION 
Swot Analysis 
Descriptive analysis (giving an overview) of circumstances and conditions is known as 
SWOT analysis. Conditions  and situations are used as input factors in this analysis, and are 
further  categorized  based  on  their  relative  contribution.  The  decision-making  process  can 
logically benefit from this  analysis, making it a useful tool for examining the variables that 
influence the business and for the decision-making process for establishing strategies (Ibrahim et 
al., 2022). 
Descriptive analysis (giving an overview) of circumstances and conditions is known as 
SWOT analysis. Conditions  and situations are used as input factors in this analysis, and are 
further  categorized  based  on  their  relative  contribution.  The  decision-making  process  can 
logically benefit from this  analysis, making it a useful tool for examining the variables that 
influence the business and for the decision-making process for establishing strategies (Ibrahim et 
al., 2022). 
Based on research conducted by Latief et al.,  (2021), the logic behind this SWOT analysis 
is to minimize threats and weaknesses and maximize opportunities and strengths. Create an SO 
Strategy  by  considering  the  right  methods  so  that  the  business  can  take  advantage  of  its 
advantages to seize current business opportunities and increase sales. With this, the marketing 
mix is needed tactically to intervene in marketing initiatives as well as facilitate SWOT analysis. 
In  research  (Husnawaty  et  al.,  2015)  the  results  of  the  SWOT  analysis  show  inner 

Benefits of SWOT Analysis in Marketing Strategy for Sustainable Business Management 
 
 
 
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superiority. The company's Type 36 homes have an average sales rate of 13.76 percent. On the 
other hand, the company's weaknesses are because the company's selling price is higher than its 
competitors and lack of promotion. The sales volume of this type of house is decreasing. Based 
on the results of the SWOT analysis of type 36 housing marketing, the SWOT formulation used 
by  the  company  is  based  on  the  marketing  mix  strategy,  namely  in  the  form  of  products, 
promotional  prices  and  distribution  channels  (Jumawan,  2018).  According  to  Lupiyoadi  in 
Yamini (2022) the marketing mix is a tool or device used by marketers which includes various 
program aspects that must be taken into account so that the established positioning and marketing 
strategy  can  be  implemented  successfully.  Initially  the  marketing  mix  consisted  of  product, 
promotion, price and positioning (4Ps) which had an important role in stimulating consumers and 
making purchases (Widjanarko, Saputra, et al., 2023). Service marketing is said to be a type of 
product  because  it  is  an  intangible  act  that  is  handed  over  by  one  party  to  another  party. 
Simultaneously,  marketing  tools  known  as  “4Ps”  evolved  into  “7Ps”  suitable  for  marketing 
services. The term "7PS" refers to the fact that service marketing also uses marketing tools but 
with the addition of people, process, and physical evidence so that it is called "7PS" (Husadha et 
al.,  2020).  So,  it  can  be  concluded  that  the  service  marketing  mix  is  product,  place,  price, 
promotion, people, process, and physical evidence Latief et al., (2021). 
Several  strategies  that  business  people  can  consider  to  increase  sales  through  SWOT 
analysis  are  the  ability  to  set  selling  prices.  In  setting  the  selling  price,  appropriate  service 
delivery must also be considered (Widjanarko, Hadita, et al., 2023). Satisfactory service will 
create loyalty for consumers. Apart from that, to create a brand image that can be recognized by 
the public, it is also necessary to develop promotions through social media (Saputra & Sumantyo, 
2023). With these various strategies for increasing sales, research must also be carried out to 
review the extent to which these strategies can be effective (Fithriyani & Haque, 2023). 
CONCLUSION  
Based on the findings and discussion above, it can be concluded that the marketing process 
cannot be separated  by  using  SWOT analysis to  pay attention  to  the strengths, weaknesses, 
opportunities and risks of a small business unit such as SMEs or companies. A SWOT analysis 
needs to be carried out to maintain the sustainability of a business. Business people can analyze 
the  internal  and  external  environment  such  as  market  conditions,  or  the  advantages  and 
disadvantages of the company. SWOT analysis can also be used for small and medium businesses 
(SMEs) and companies. With SWOT analysis, companies are able to develop various strategies 
needed to increase sales volume. With this increase in sales, it is hoped that the company will 
continue to develop in a better direction. 
 
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