| dc.description.abstract | This study aims to analyze the influence of internal and external factors and
determine strategies for developing the appropriate marketing mix to the company
Finaba Mandiri. Descriptive research method is through a SWOT analysis
approach. The sample used 35 internal and 35 external respondents as well as to
determine the attitudes of respondents used Likert scale using survey data
collection methods which provide the questions that aimed to investigate the
characteristics of respondents, frequency of data tabulation, test validity, test
reliability, and statistical frequency distribution by using descriptive method,
SWOT and Blue Ocean Strategy. The analysis showed that the alternative strategy
used is a market penetration strategy. | en_US |
