Strategic Business Formulation for Sales Growth: An Integrated SWOT and Marketing Mix Approach

Abstrak

The COVID-19 pandemic has transformed the competitive environment and consumer behavior, requiring businesses to adapt their strategies to maintain sustainability and increase sales. This study aims to formulate a business strategy that supports sales growth through an analysis of internal and external environments and the integration of the marketing mix. A descriptive qualitative approach was employed using SWOT analysis, Internal Factor Analysis Summary (IFAS), External Factor Analysis Summary (EFAS), SWOT matrix, and the 4P marketing mix, comprising product, price, place, and promotion. The findings indicate that strengths and opportunities are more dominant than weaknesses and threats, positioning the business in Quadrant I. This position suggests that an aggressive growth strategy is the most appropriate alternative for leveraging internal strengths to capitalize on external opportunities. The recommended strategies include maintaining product quality and affordability, improving service, strengthening digital promotion, expanding product variety, and continuously improving business facilities and concepts. These findings provide practical implications for strengthening business competitiveness and supporting sustainable sales growth.