Swot Analysis as a Tool to Increase Spare Parts Sales at PT Trakindo Utama

Abstract

This study aims to determine the role of SWOT analysis in generating strategies to increase sales of spare parts at PT Trakindo Utama Satui Branch during the Covid19 pandemic, see what alternatives are appropriate for use by PT Trakindo Utama Satui Branch. This study uses a qualitative approach by conducting a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats). Data collection was carried out through interviews with the head of the branch head of PT Trakindo Utama Satui and assisted by the Sales Product Support Supervisor. The results of the study reveal that PT Trakindo Utama, Satui Branch is in the first quadrant, which means that the Growth strategy supports aggressive growth policies (Growth Oriented Strategy). Increasing sales of spare parts and development to other sectors such as construction, forestry, plantations can be carried out as soon as the local economic situation improves. For this reason, the SO strategy, namely utilizing strengths and maximizing opportunities can be implemented.