MARKETING STRATEGY ANALYSIS (PLACE, PRICE, PROMOTION, PRODUCT, PEOPLE, PROCESS AND PHYSICAL EVIDENCE) USING SWOT MATRIX AND QSPM (STUDY AT JS CELL TIKUNG COUNTER)

Abstract

This study aims to analyze the marketing strategy of JS Cell Tikung by applying the 7P marketing mix framework Product, Price, Place, Promotion, People, Process, and Physical Evidence integrated with SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis and the Quantitative Strategic Planning Matrix (QSPM). The research identifies internal and external factors influencing JS Cell's marketing performance. The SWOT analysis reveals key strengths such as product quality and customer service, weaknesses like limited promotional activities, opportunities including market growth, and threats such as intense competition. Subsequently, the QSPM is utilized to prioritize strategic alternatives based on their attractiveness scores. The findings suggest that enhancing digital marketing efforts and expanding distribution channels are the most viable strategies to improve JS Cell's market position and competitiveness.