PERUMUSAN STRATEGI PEMASARAN UNTUK MENINGKATKAN KEUNGGULAN KOMPETITIF PADA KOPERASI KUTA MIMBA DI KUTA BADUNG

Abstrak

A cooperative is a financial institution that provides financial services in the form of savings and loans that cannot be separated from being faced with competition from other cooperatives and other financial institutions. For this reason, cooperative institutions are very important to identify internal factors that are the strengths and weaknesses of the cooperative and can also identify external factors to be able to see opportunities and threats for cooperatives so that they are able to formulate appropriate marketing strategies to have a competitive advantage for cooperatives. This research was conducted at the Kuta Mimba Cooperative using the interview method to the management and management of the Kuta Mimba Cooperative, then carried out a SWOT analysis and IFAS analysis, EFAS then provided an output in the form of analysis results which were used as the basis for determining strategy formulation. Based on the results of this research, the Kuta Mimba Cooperative is currently supposed to implement an aggressive strategy, so the company can take advantage of its internal strength to seize opportunities / opportunities, overcome internal problems, and avoid existing threats. With regard to this aggressive strategy, its implementation is related to the implementation of strategies in all areas of the Kuta Mimba Cooperative through an intensive growth strategy from Wheelen-Hunger which includes: Market penetration strategy, market development strategy, and development strategy. Product (product development strategy).

Keywords: competitive advantage, marketing strategy, SWOT, intensive growth strategy