SWOT Analysis for Determining Marketing Strategy: A Case Study on Coal Mining Related Service Firm

The purpose of this study aims to identify marketing strategy alternatives for the studied company is able compete in higher intense competition which more companies have been entering market. Interview managers was conducted gather data on it has applied. SWOT analysis using IFE matrix describing strength and weakness factors EFE opportunity threat factors. results indicate that quadrant I IE meaning internally strengths externally opportunities. Appropriate grow build. can penetrate market by offering new services existing clients, develop addressing not only big but also smaller ones, product creating supporting clients.