Marketing Strategy Analysis Using SWOT and STP at Sinar Jaya Snack Store
Keywords:
marketing strategy, SWOT, STP analysis, MSMEsAbstract
This study analyzes the marketing strategy of Toko Sinar Jaya Snack using SWOT (Strengths, Weaknesses, Opportunities, Threats) and STP (Segmentation, Targeting, Positioning) frameworks to assess its strategic position as a micro, small, and medium enterprise (MSME) in a post-pandemic market. Employing a qualitative descriptive method, data were collected through interviews, observations, and document analysis. The results show a strong internal capacity (IFAS score: 2.67) and favorable external environment (EFAS score: 3.11), positioning the business within the growth-oriented quadrant of the SWOT matrix. Strengths such as strategic location, competitive pricing, and high product demand are leveraged against weaknesses like limited market reach and promotional gaps. The STP analysis identifies a diverse customer base, supporting segmented strategies targeting both Gen Z and Gen X consumers. Strategic recommendations include horizontal expansion, digital marketing enhancement, bundled product offers, and loyalty-based pricing models. These findings demonstrate that MSMEs can achieve sustainable competitiveness through adaptive marketing strategies grounded in systematic internal and external evaluations.
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Copyright (c) 2025 Arifan Jaya Hartono, Haris Sandhi Yudha, Indra Gumelar (Author)
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