ANALISIS SWOT PADA PERUSAHAAN MANUFAKTUR(STUDI KASUS PADA PT. YAMAHA MUSIC MANUFACTURING ASIA)

Abstract

The purpose of this study is to identify strengths that can be used to overcome weaknesses, as well as opportunities that can be seen among the many threats and appropriate company policies in order to improve using the results of SWOT analysis. The SWOT analysis process was conducted using the IFE (Internal Factor Evaluation) matrix, which identifies both the weaknesses and strengths of the company, and the EFE (External Factor Evaluation) matrix, which outlines the opportunities and threats faced by the company.The main variable in this study is aggressive strategy, as the SWOT analysis indicates that PT YMMA's growth is one of the most aggressive. Aggressive strategy involves steps such as market penetration, product development, backward integration, and diversification. This study shows that PT YMMA has implemented market penetration, backward integration, and diversification strategies. This is because YMMA focuses more on developing existing products and the raw materials they use are also made by YMMA, as well as the variety of musical instruments with the latest features. This study contains a description of the factors that cause a decrease in people's purchasing power for musical instruments due to a decline in interest in musical instruments. As is well known, playing a musical instrument requires knowledge and skills that are quite difficult to understand in a short period of time. In line with the latest developments, there has been a decline in musical instrument production since the end of the pandemic. The results of this study reveal that this decline was caused by people's new lifestyles after the pandemic. During the pandemic, people tended to stay at home and easily became bored, so during the pandemic, musical instrument sales actually increased due to the increased interest of the community in learning musical instruments to relieve boredom during the pandemic. Additionally, technological advancements have enabled artificial intelligence to replace the role of physical musical instruments, as people now prefer practical and easier-to-understand alternatives.