ANALISIS SWOT UNTUK MENENTUKAN STRATEGI PEMASARAN PADA HARIAN FAJAR DI MAKASSAR

Abstract

Harian Fajar is one of the companies engaged in the mass media, in conducting its activities are faced with tough competition today in the print media world. Activities are no less importance than the search and presentation of news are quality sales and promotional activities as well, this is due to the sale of the newspaper as a product of the company's print media would be a size that the product is accepted or not by the public. Research results by using the matrix approach allows the Harian Fajar exploit as fully as possible the strength factors that he has and simultaneously seeks to eliminate or at least reduce the negative impact of the various weaknesses. Harian Fajar has a potential market share in Makassar and Sumatra region in general. From the result of SWOT analysis obtained fthat the position of growth (growth) located in quadrant I, it means that Harian Fajar still has an opportunity. Thus suggested that improving customer service systems such as providing convenience for customers by providing a subscribe form on the website or certain places that have become corporate relations, facilitate customer complaint grievance procedures as an example to provide a special line to complaints some complaints for 24 hours.