Implementation of marketing strategies in improving marketing performance at CV. Tio Craft Indonesia

CV. Tio Craft Indonesia is required to achieve marketing performance in order to compete competitively. Various types of products with designs have been created to meet consumer needs. However, the increasingly competitive business competition has an impact on sales that have decreased. Therefore, it is important to understand the company's internal and external environment in order to develop the right strategy. The purpose of this study is to analyze the strengths, weaknesses, opportunities and threats as well as the application of appropriate marketing strategies to CV. Tio Craft Indonesia in improving marketing performance. This research is a descriptive research and SWOT analysis. Sample with purposive sampling method or based on certain criteria. Sampling is divided into two types of collection. First, for sample interviews, 4 informants were selected who had experience and were responsible for the CV business process. Tio Craft Indonesia. Second, for distributing questionnaires to see respondents' perceptions regarding SWOT factors, a sample of 10 respondents was selected who are permanent employees who work in the company. There are several stages in conducting a CV SWOT analysis. Tio Craft Indonesia, namely: 1) internal and external environmental analysis; 2) IFAS and EFAS Matrix analysis; 3) space matrix analysis; 4) SWOT matrix; and 5) QSPM. Data analysis used a descriptive approach with several stages, namely: data reduction, data display, data interpretation, conclusions, and data verification. The results of the study show that the CV strategy. Tio Craft Indonesia is in quadrant I position by implementing an aggressive strategy. The strategy is carried out to assist in increasing market growth and relative market share of the organization with six alternative strategies, namely: 1) Increasing promotion through information technology; 2) Maintain and improve the quality of various and innovative products so that they are able to compete with competitors; 3) Increasing cooperation with the government in expanding domestic and international markets; 4) Addition of facilities and infrastructure; 5) Borrowing KUR credit at the Bank for business expansion; 6) Implementation of the Just-in-Time (JIT) Inventory Management system.