A SWOT Analysis on the Implementation of the Yoghurt Marketing Strategy: A Case Study in the Malang, Indonesia

Milk as a farm product has significant role in improving the quality of human resources through intersection protein and mineral needs.Oneof dairy products is yogurt or probiotic fermented milk. Yoghurt processed milk food that valuable ingredient for body contains high levels protein, lactose, lactic acid.This research conducted to identify company's internal external environmental conditions formulate business development strategies. The methods are survey with data collection techniques observation, interviews, documentation. Research respondents parties: company leadership production section. Respondents from parties agents, consumers, competitors, related agencies. Data analysis uses SWOT analysis. results showed total average score IFE matrix was 2,353, EFE 2,587. An alternative formulation S-O strategies by maintaining excellence attract customers. W-O's strategy cooperate investors obtain investments. S-T doing marketing research. W-T promoting more vigorous effective.