Analisis Daya Saing Menggunakan Metode SWOT Berbasis Bauran Pemasaran pada PT Pulo Airbiru

Competitiveness Analysis Using the SWOT Method Based on Marketing Mix at PT Pulo Airbiru

Abstract

PT Pulo Airbiru experienced a decline in tender success during 2021–2025, from 15 tenders in 2021 to 10 in 2025. This study identifies the company’s strengths, weaknesses, opportunities, and threats and formulates strategies to improve competitiveness by integrating SWOT analysis with the 7P marketing mix. A non-statistical quantitative design was used. Data were collected through questionnaires from 24 respondents selected by saturated sampling, consisting of 12 internal and 12 external respondents. The analysis employed IFAS and EFAS matrices, a SWOT Cartesian diagram, and a SWOT matrix. The IFAS score was 3.3566 and the EFAS score was 3.0251. The coordinates (+2.65; +1.08) place the company in Quadrant I. The strategic direction is a growth-oriented strategy through SO strategies, particularly expanding the corporate market, developing value-added service packages, and strengthening human-resource competencies.

Keywords: competitiveness, marketing mix, growth strategy, IFAS, EFAS