Strategy Analysis Using the Five Forces and SWOT Methods Towards Handmade Products of CAD

Abstract

The purpose of this paper is to analyze the appropriate marketing strategy for a product that is handmade fashion accessories, in this case, the bag through five forces and SWOT strategy. This research was carried out by conducting surveys and research on the condition of the company, sales reports, questionnaires, surveys conducted during the exhibition and also interviews with three persons, namely customers, handmade entrepreneurs and marketing experts. Results from research surveys and interviews then inserted in the table IFAS and EFAS. The results of this table is the coordinates of the matrix diagram on the condition that the company can further be formulated marketing strategy adapted to the conditions at the company.