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CV Antasari Kesuma Pangkalan Bun is a company which is moving in
roof tiles industry. The external and internal factor within the company movement
is influential. Based on the internal analysis indicates that the company has
moderate level for both strength and weakness. In the analysis of external factor
indicates that the company has big opportunity to advance business, but at the same
time the company also having some possible threats. The result of Internal-external
matrix indicates that the company is within development state, which means the
focus on horizontal integration stability is urgent, or it is needed to develop the
further strategy. The result of SWOT matrix indicates that the company has four
alternative strategy, SO strategy, ST strategy, WO strategy and WT strategy. To
choose marketing strategy, the company needs SWOT analysis which is useful in
every challenges and competition. SWOT (Strengths, Weaknesses, Opportunities,
Threats) analysis is an instrument to identify strengths and weaknesses of a
company and to find the opportunities and threats at once. The strengths and
weaknesses are the result of internal factors on the other side. Opportunities and
threats are the result of the external factors. Therefore SWOT analysis can be a
powerful instrument to do strategic consideration and the power is depend on the
decision akers of the company to maximalize the strengths factors, opportunities
consideration and minimalize external weakness and threats at once.
Kata kunci : strengths, weaknesses, opportunities, threats
