ANALISIS SWOT PEDAGANG PASAR PALAKKA DALAM MENGHADAPI PERSAINGAN USAHA
DOI:
https://doi.org/10.32670/fairvalue.v4i4.820Keywords:
SWOT analysis, SWOT matrix, traders, business competitionAbstract
The purpose of this research was to analyze the SWOT of Palakka market traders
and the working strategies implemented in facing the business competition. Based
on the results of the SWOT analysis, Palakka market traders were exercising the
market at affordable prices, various products, good services, and good orders.
Meanwhile, the poor results came from old-fashioned products, limited capital,
and less online advertisements. However, the opportunities came from fellow
traders as business partners, newly segmented or newly-targeted consumers,
fluctuating market prices, and a religious-based attitude since they believe God
already determined the sustenances. Unfortunately, some challenges were faced by Palakka market traders as a large number of users were dwindling outside the
market, poor road access, a large enough market area, and the latest product
models. Palakka market traders may apply suggested strategies in facing business
competition based on the SWOT matrix analysis, starting with the SO strategy,
including providing promotional prices or discounts to consumers and expanding
market segmentation. Concerning that, another alternative, the WO strategy,
included exchanging information among traders regarding the latest products and
increasing promotions both offline and online. Furthermore, the ST strategy
included building familiarity with consumers and increasing the activeness of
market managers. The final strategy of WT includes increasing the quality and
quantity of goods and increasing government participation.
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