PT. Sumi Hadi Indonesia is a company engaged in manufacturing wall paint. Manufacturing business in the field of wall paint is growing rapidly, these developments occur in line with the needs of the community. In line with the developments that occur at this time sales and demand for national wall paint are increasing year by year. With this increase, various types of new wall paint brands emerged as competitors that could threaten the sustainability of the Tambora wall paint brand. Based on the results of interviews with PT. Sumi Hadi Indonesia that sales of Tambora products in the past three years experienced a significant decline. Therefore, companies must create a promotional strategy in order to compete with other business competitors who are increasingly incentive to promote to gain awareness from consumers.
From the results of the SWOT Analysis, the strengths, weaknesses, opportunities and threats that are owned by Tambora products are obtained. With the acquisition of the SWOT element, by conducting a discussion to determine the promotion strategy Together with the company, a promotion strategy with various combinations based on SWOT Analysis was obtained, namely: SO strategy, WO Strategy, ST Strategy, WT Strategy. with this SWOT Analysis, we will get a marketing strategy that can be used by PT Sumi Hadi Indonesia to increase the equity of the Tambora wall paint. |