Analisis SWOT dalam Meningkatkan Daya Saing pada Toko Dura di Bandar Lampung

This study aims to determine the marketing plan of Toko Dura increase its competitiveness. The research methodology is descriptive analysis, SWOT External Factor Evaluation (EFE matrix), and Internal (IFE Matrix) were all used in this study. findings explain that Store's competitive tactics are not only offering high-quality goods at low prices, but also considering delivery services, maximizing through social media, upholding industry's reputation society foster consumer confidence. IFE matrix for Store 2.86 which indicates a very strong internal position. weight value EFE Matrix 3.21 shows relatively resisting dynamics external environment.