Marketing Strategy Analysis to Increase Competitiveness at Sima Plekutik Laundry in Tanjung Barat

Abstract

This study aims to examine the enhancement of competitiveness and the impact of increased sales through SWOT analysis and the marketing mix. It employs a descriptive qualitative research design. Data collection methods included direct observation and interviews with six individuals—comprising the owner, employees, and customers of Laundry Sima Plekutik—and were further supported by relevant internal and external documents. The study focused on Laundry Sima Plekutik, which operates in the Tanjung Barat area of South Jakarta. The results indicate that the strategies implemented by Laundry Sima Plekutik were formulated based on a SWOT analysis, which served as the foundation for determining the direction of efforts to boost business competitiveness. The SWOT analysis facilitated the identification of strengths, weaknesses, opportunities, and threats, ensuring that the designed strategies were well-targeted and aligned with the business's actual conditions. Meanwhile, the application of marketing strategies using the marketing mix approach—encompassing product, price, place, promotion, people, and service processes—proved effective in attracting and retaining customers. The implemented strategies demonstrated their effectiveness in supporting business growth, as evidenced by the increase in customer numbers and revenue between 2023 and 2024. Consequently, Laundry Sima Plekutik has been able to strengthen its market position and demonstrate a significant improvement in competitiveness.