Competitive Strategy Analysis on Ivanova Printography by Foto 2000 Semarang

Yossy Santoso


This study aims to identify competitive strategies of Ivanova Printography using SWOT analysis and IE matrix. The data were gathered from the owner, competitors, consumers, and employees. Descriptive qualitative was to interpret the results of the SWOT analysis. The results show that the most important thing is that Ivanova Printography should focus on its strengths, minimize the existing weaknesses and threats, and fill the opportunities available. The best combination is to apply the SO strategy (a combination of Strength and Opportunity). It includes conducting market development (Market Development Strategy) by opening a branch in the area of Semarang, adding new customers by developing markets outside Semarang, adding marketing staff and customer service to deal with customer orders in Semarang that have been increasing and routine, increasing promotions of photo products to increase revenue by conducting more intense promotions through social media such as Twitter, Instagram, BBM, and Whatsapp. The theme of advertisements should be more elegant and focuses on target customers or market segments. The IE matrix results in quadrant I, Grow and Build. The suitable strategies are intensive or integration. The intensive and integration strategy fit for photography industry is to apply market development strategy by expanding market share outside Semarang so that more people recognize Ivanova Printography.



business development strategy, IE matrix, SWOT

Full Text:



Davis, Fred. 2009. Strategic Management: A Competitive Advantage Approach, Concepts and Cases (13th Edition). Prentice Hall International, London.

Hakim, Abdul. 2006. Analisis Pengaruh Motivasi, Komitmen Organisasi Dan Iklim Organisasi Terhadap Kinerja Pegawai Pada Dinas Perhubungan Dan Telekomunikasi Provinsi Jawa Tengah.JRBI.Vol 2. No 2. Hal: 165-180.

Javalgi Rajshekhar G., Virginie Pioche Khare, Andrew C. Gross, Robert F.Scherer. 2005. An Application of the consumer ethnocentrism model to French consumer. International Business Review. 14. 325-344.

Kilroy. 1999. “A critical review of product innovation and competitive advantage”, Review of Marketing 1990, American Marketing Association, Chicago, IL.

Kotler, Philip. 2010. Manajemen Pemasaran. Jakarta: Erlangga.

Porter, Michael. 2001. Strategi Bersaing Teknik Menganalisis Industri dan Pesaing. Alih Bahasa Agus Maulana. Jakarta: Erlangga.

Rangkuti, Freddy. 2001. Analisis SWOT: Teknik Membedah Kasus Bisnis. Jakarta :PT. Gramedia Pustaka Utama.



  • There are currently no refbacks.

Copyright (c) 2020 Journal of Management and Business Environment (JMBE)

View My Stats | Journal of Management and Business Environment (JMBE) | e-ISSN: 2685-5992