ANALISIS SWOT PADA USAHA TOKO DH PLASTIK BANDUNG

The rapidly increasing advancement in technology and related industries means that DH Plastik Shop must develop strategies to maintain its business excellence. A SWOT analysis is a plan and tactics that are thoroughly and systematically planned so that, over time, it develops as a model for a meaningful decision-making flow through the pursuit of excellence in DH Plastik Shop. Therefore, this research aims to find the right strategy for the company using the SWOT (Strengths, Weaknesses, Opportunities, Threats) approach. The research method used is descriptive and qualitative, where researchers look for data that is relevant and connected to the research. The data collection technique used was through interviews and field surveys. A SWOT analysis and a SWOT matrix were created from the results of interviews and field surveys. The final results show that the strategy that DH Plastic Shop must adopt is product innovation and differentiation to gain a competitive advantage and increase business sales. Keywords: SWOT analysis, SWOT matrix,Business strategy