MARKETING STRATEGIES IN TIP-TOP SUPERMARKET

Abstract

This study aims to use the SWOT (strengths, weaknesses, opportunities, and threats) framework to improve Tip Top supermarket's alternative competitive marketing strategies and acceptable corporate policies. In SWOT analysis, the IFE (Internal Factor Evaluation) matrix identifies the company's strengths and weaknesses, the EFE (External Factor Evaluation) matrix identifies the company's opportunities and threats, and the IE (Internal External) matrix depicts the company's current position. The threat factor is 1.6; the opportunity factor is 1; the opportunity factor is 0.9; and the strength factor is 1. The results of the data analysis are used to determine the total score for the component's strengths, weaknesses, opportunities, and threats. IFE received an average score of 6.7, while EFE received an average score of 6. These results position Tip Top Supermarket in quadrant I, necessitating an aggressive marketing growth strategy.