Rancangan Strategi Produk Furniture dengan Pendekatan SWOT untuk Meningkatkan Daya Saing

Abstract

At this time, the desires and demands of consumers for products are increasing, so innovative products are needed. Companies must have a strategy for running their business. The form of strategy undertaken by the company is to create innovative products. Company X is a product engaged in the furniture sector. The development of furniture products is very rapid, so there is much competition. the aim is to develop the right strategy using SWOT analysis and the competitive profile of competitors and stakeholders at PT X. The method used is Strengths, Weaknesses, Opportunities, Threats (SWOT). The SWOT Matrix quadrant shows in quadrant I (X axis is 0.16 and Y axis is 0.97). Thus, there is an aggressive strategy where product design is superior, and there is increasing public demand. This product can be identified by taking advantage of existing opportunities by looking at the advantages of the product that the practitioner has, with several strategies used by the company, including maintaining good product quality by following trends or using developing technology, always making continuous innovations and promoting through various social media.