SWOT Analysis as A Determining Basis Competitive Marketing Strategy at PT. Lafa in Malang Regency

This study aims to determine a competitive marketing strategy using SWOT (Strengths, Weaknessess, Opportunities, Threaths) analysis, conducted at PT LaFa Malang Regency. Using an action research approach, it is known that bbased on SWOT analysis, companies should use aggressive strategies to determine their marketing strategy by taking advantage of the main opportunities that the company has, namely: first, the prospect of future demand, second, public awareness of the increasing need for protein, third, including companies that are taken into account, fourth, egg prices that are always increasing every year, Fifth, to be a leader company in determining prices, supported by the main strengths of the company, namely: first, product quality lasts up to 50 days, second, egg grade grouping, third, promotion through excellent service, fourth, strategic company location, fifth, is one of the leading companies in determining egg prices.