PERUMUSAN STRATEGI PEMASARAN UNTUK MENINGKATKAN DAYA SAING DI INDUSTRI JASA (BHM MANAGEMENT) MENGGUNAKAN METODE BAURAN PEMASARAN (MARKETING MIX) SWOT dan QSPM

To develop a company/industry, it needs to be supported by a good marketing strategy. At PT. BESTHUNTMANAGEMENT GROUP Malang Branch, this was done descriptively qualitatively, where some of the qualitative data obtained were then made quantitative by using a weighting and rating measurement scale commonly used in conducting a SWOT analysis. Object retrieval was carried out by means of observation, interviews and questionnaires to determine the appropriate strategy in increasing competitiveness and increasing sales in the company/industry. Furthermore, this research was analyzed using SWOT and QSPM analysis techniques. The results of the study showed that in the company's marketing strategy, various strategies have been implemented, such as word of mouth and digital marketing. The strategy that can be used to compete with similar companies/industries is to use the Grow and Build strategy. This means that in future development, the company can increase market penetration, market development, and service quality development. The focus is on maximizing internal strengths to capture more opportunities to expand the business scale. The company should pay attention to the quality aspects of the employee/marketing team workforce because the lack of this results in the company's marketing level not running well. So it is necessary to emphasize structuredly on the marketing team and clarify the work program. In addition, companies also need to create a website or application as a promotional tool to introduce their services to external parties and facilitate access to company-related information.