SWOT Analysis As A Digital Marketing Strategy In XYZ Market Company
DOI:
https://doi.org/10.38035/tdkegp86Abstract
The purpose of this study is to analyze the strengths, weaknesses, opportunities, and threats (SWOT) as a foundation for formulating digital marketing strategies for the XYZ Market business company. Amidst increasing market competition and a shift in consumer behavior toward digital platforms, XYZ Market needs to optimize its digital marketing strategies to enhance competitiveness and expand market reach. The research method employed is qualitative descriptive with a literature review. The findings indicate that SWOT analysis enables companies to holistically evaluate their market position by considering internal and external factors affecting their business. The SWOT analysis results show that the company's main strengths are product uniqueness and customer loyalty, while its weaknesses lie in the limited use of digital technology. The greatest opportunities come from increasing internet penetration and consumers' growing preference for online shopping, whereas the main threats arise from intense competition and frequent changes in digital platform algorithms. Based on the SWOT findings, recommended digital marketing strategies include optimizing social media use, improving digital content quality, and collaborating with e-commerce partners. This study is expected to serve as a reference for XYZ Market in developing more effective and adaptive digital marketing strategies in response to market dynamics.
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