Analisis SWOT untuk Menentukan Strategi Bersaing pada Usaha Bless Laundry di Perumahan Griya Paniki Indah

Abstrak

Abstract

Business growth in Perumahan Griya Paniki Indah (GPI) is very rapid, including the laundry business which is one of the businesses that has the opportunity to develop rapidly because the number of houses that are occupied is around 3000 and the population is approximately 9000 people, some of whom most are in productive age and have various types of work. This research was conducted at Bless Laundry GPI which aims to determine the SWOT analysis, namely strengths, weaknesses, opportunities and threats as a competitive strategy to increase competitiveness in the business of Bless Laundry GPI. This research aims to find out business strategies through SWOT analysis that can be carried out by Bless Laundry so they can have maximum advantages. This research uses a descriptive method with a qualitative approach, where the data collection technique uses the data narrative method, namely interviews (oral and written), observation and documentation, as well as literature study. The research results show that there are strengths, namely, satisfactory service quality, free distribution, additional services (special perfume), and affordable prices. Meanwhile, weaknesses: inadequate human resources (HR), lack of time efficiency, poor production processes, inappropriate distribution, lack of technological knowledge. Apart from that, there are also opportunities: changes in people's lifestyles, changes in weather, customer satisfaction, the number of rented houses and households where women work so they have less time to do housework including washing clothes. And threats: high levels of business competition, competing prices and quality, increasingly sophisticated technology, and customer loyalty.

Keywords: Strategy, SWOT Analysis, IFE & EFE