Marketing mix strategy through SWOT analysis method at PT. Toyo Maitsu Surabaya


Anisa Larasati
Rusdi Hidayat Nugroho


The company must act effectively and efficiently so that the business is able to survive and compete in any condition. In this case, the company needs to plan carefully, all long-term plans must focus on the survival of the company. A good and correct strategy is also required to ensure continuity and can help the company achieve its goals. The purpose of this study was to determine and analyze the marketing mix strategy using the SWOT analysis method in increasing sales volume implemented by PT Toyo Maitsu Surabaya. This study uses a descriptive qualitative research method. Data collection techniques in this study were carried out by means of in-depth interviews, distribution of questionnaires, and observation. The informants in this study were the owners, employees and consumers of PT Toyo Maitsu Surabaya. The data that has been collected, then analyzed using descriptive analysis methods and SWOT analysis. The results showed that PT Toyo Maitsu used the 7P marketing mix consisting of product, price, promotion, place, process, people and physical evidence. Based on the calculation results of the IFAS matrix table and EFAS matrix table, it is known that the IFAS value is 2.79 and the EFAS result value is 2.77, with the results of the analysis showing that PT Toyo Maitsu is in quadrant 1. It can be concluded that the main strategy of PT Toyo Maitsu is a strategy that supports policy aggressive growth (growth oriented strategy).


Author Biography

Rusdi Hidayat Nugroho, Universitas Pembangunan Nasional Veteran Jawa Timur, Indonesia

Universitas Pembangunan Nasional "Veteran" Jawa Timur

How to Cite
Larasati, A., & Hidayat Nugroho, R. (2023). Marketing mix strategy through SWOT analysis method at PT. Toyo Maitsu Surabaya. Enrichment : Journal of Management, 13(1), 664-673.


Abdullah, J. Bin, Hamali, J. H., & Abdullah, F. (2015). Success strategies in islamic marketing mix. International Journal of Business and Society, 16(3).
Abedian, M., Amindoust, A., Maddahi, R., & Jouzdani, J. (2022). A game theory approach to selecting marketing-mix strategies. Journal of Advances in Management Research, 19(1).
Chahine, S., Saade, S., & Goergen, M. (2019). Foreign Business Activities, Foreignness of the VC Syndicate, and IPO Value. Entrepreneurship: Theory and Practice, 43(5).
Harjanti, I., Nasution, F., Gusmawati, N., Jihad, M., Shihab, M. R., Ranti, B., & Budi, I. (2019). IT Impact on Business Model Changes in Banking Era 4.0: Case Study Jenius. Proceedings - 2019 2nd International Conference of Computer and Informatics Engineering: Artificial Intelligence Roles in Industrial Revolution 4.0, IC2IE 2019.
Išoraitė, M. (2016). MARKETING MIX THEORETICAL ASPECTS. International Journal of Research -GRANTHAALAYAH, 4(6).
Janiesch, C., & Matzner, M. (2019). BAMN: a modeling method for business activity monitoring systems. Journal of Decision Systems, 28(3).
Lahtinen, V., Dietrich, T., & Rundle-Thiele, S. (2020). Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context. Journal of Social Marketing, 10(3).
Lanzolla, G., & Markides, C. (2021). A Business Model View of Strategy. Journal of Management Studies, 58(2).
Lim, W. M. (2021). A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic Marketing, 29(5).
Lin, Y. K., Huang, C. H., & Chen, S. G. (2021). Applying Network Reliability in Business Management Activities. IEEE Access, 9.
Madeira, A. B. (2019). Green marketing mix: A case study of Brazilian retail enterprises. Environmental Quality Management, 28(3).
Namugenyi, C., Nimmagadda, S. L., & Reiners, T. (2019). Design of a SWOT analysis model and its evaluation in diverse digital business ecosystem contexts. Procedia Computer Science, 159.
Ravangard, R., Khodadad, A., & Bastani, P. (2020). How marketing mix (7Ps) affect the patients’ selection of a hospital: experience of a low-income country. Journal of the Egyptian Public Health Association, 95(1).
Shtal, T. V., Buriak, M. M., Amirbekuly, Y., Ukubassova, G. S., Kaskin, T. T., & Toiboldinova, Z. G. (2018). Methods of analysis of the external environment of business activities. Espacios, 39(12).
Sugiyono. (2018). Metode Penelitian Kuantitaif, Kualitatif dan R & D. Alfabeta.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (1st ed.). Penerbit Alfabeta.
Tang, M., Walsh, G. S., Li, C., & Baskaran, A. (2021). Exploring technology business incubators and their business incubation models: case studies from China. Journal of Technology Transfer, 46(1).
Vyhovska, N. G., Polchanov, A. Y., Ostapchuk, T. P., & Dovgaliuk, V. V. (2020). The impact of solvency and business activity on profitability of mining companies in Ukraine. Naukovyi Visnyk Natsionalnoho Hirnychoho Universytetu, 2020(4).
Wichmann, J. R. K., Uppal, A., Sharma, A., & Dekimpe, M. G. (2022). A global perspective on the marketing mix across time and space. International Journal of Research in Marketing, 39(2).
Xaiver, J., Candra Dewi, L. K., & Conçeicão Soares, A. da. (2020). Marketing Strategy Analysis for Developing a Small-Scale Business in Tourism, in Island Atauro Tourism Object, Dili Timor Leste. International Journal of Multicultural and Multireligious Understanding, 7(8).
Zarantonello, L., Grappi, S., Formisano, M., & Brakus, J. (2020). How consumer-based brand equity relates to market share of global and local brands in developed and emerging countries. International Marketing Review, 37(2).
Zhu, X., Wang, M., Pei, J., & Pardalos, P. M. (2020). Investigating remanufacturing competition with yield uncertainty on market share, profit, and consumer surplus. International Transactions in Operational Research, 27(5).