ANALISIS SWOT UNTUK STRATEGI PEMASARAN GUNA MENINGKATKAN PENJUALAN PRODUK KERAJINAN TANGAN SOUVENIR MANIK-MANIK DI LAPAS KELAS IIA TANGERANG

Empowerment of convicts is a form of penintentiary's efforts to provide a coaching system that aims to empower and teach education, as well as instill new values. Penitentiary have various kinds of coaching, while one of them is a work guidance program that is implemented at the Tangerang Class IIA Penitentiary which has a work guidance program for beaded handicrafts which aims to equip inmates with entrepreneurial skills. This study aims to identify the most effective strategies to be implemented in the marketing of handmade beaded souvenir products made by convicts at the Class IIA Penitentiary in Tangerang. This study uses a qualitative descriptive method with a SWOT analysis technique. In collecting data, this study used observation and interview techniques. The results of the study show that there are various alternative strategies that can be used to improve marketing strategies to increase selling points, SO strategy: improve product quality in order to increase market demand, WO strategy: increase marketing network, ST strategy: innovate and improve product quality to outperform competition between bead craftsmen, WO strategy: quick response in facing errors, problems, or obstacles in the production and distribution of handicraft products. Keywords: Marketing Strategy; SWOT; Penintentiary; Handcrafts