Strategy to Build Marketing Performance in the Competitive Advantage of MSMEs in Surabaya

Abstract

The purpose of this study is to formulate alternative competitive marketing performance strategies that are superior to MSMEs in Surabaya that are right using the SWOT analysis method (Strength, Weakness, Opportunity, Threat). SWOT analysis is carried out with the IFE (Internal Factor Evaluation) matrix which describes the company's strengths and weaknesses factors and the EFE (External Factor Evaluation) matrix which describes the opportunity and threat factors of MSME marketing performance and the IE (Internal External) matrix which shows the current position of MSME marketing performance in Surabaya. From the results of data analysis, calculations obtained using the SWOT approach can be concluded that the position of marketing performance in the Competitive Advantage of MSMEs in Surabaya is in the first position so that it shows a very favorable situation for these MSME actors to carry out aggressive / growth strategies. Then the results of internal factors IFE and external factors EFE obtained strength values of 2.01, weakness of 1.43, opportunities of 2.18 and treat of 1.53. The strategy that has the highest value is SO in quadrant I, namely aggressive growth by improving quality services, expanding market share to support the marketing performance of MSMEs in Surabaya.