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Perencanaan Strategi Pemasaran Dengan Analisis SWOT (Streangth, Weakness, Opportunity, Threat) Dalam Meningkatkan Penjualan Di PT. Alkamila Travel And Tour

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"Goal : This study aims to evaluate and formulate effective marketing strategies for
PT. Alkamila Tour and Travel. The research was motivated by fluctuations in the
company’s sales performance, which showed an increase during 2023–2024 but
declined again in 2024–2025. This evaluation is expected to assist the company in
determining more appropriate marketing strategies to respond to market dynamics.
Method : This study employs a qualitative approach using data collection
techniques such as observation and documentation. The analysis was conducted
through the Internal Factor Analysis Summary (IFAS), External Factor Analysis
Summary (EFAS), and SWOT Matrix. The results of these three analyses were
further examined using the Cartesian Diagram of SWOT Analysis to identify the
most suitable strategy for the company.
Findings : The results indicate that the company is positioned in Quadrant II,
suggesting the application of the Strength–Threats (S–T) strategy. This strategy
emphasizes leveraging internal strengths to address external threats. The
implementation includes enhancing credibility through legal legitimacy and a
reliable track record, strengthening active communication with former pilgrims via
social media, and developing an efficient logistics network with hotel and airline
partners to reduce long-distance operational costs.
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Availability

Detail Information

Series Title

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Call Number

REF 658.8 ALI p

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

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Language

Indonesia

ISBN/ISSN

NIM.2310101092

Classification

658.8

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

strategic management
Marketing Strategy
SWOT Analisis
IFAS And Efas Matrix
Umrah And Religious Tourism

Specific Detail Info

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Statement of Responsibility

Fathan Ali

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