Abstract :

Textile activities continue to expand their role along with the times and technology, not only for the purposes of art-culture and clothing needs in a limited environment, but this activity already be used as a source of income. One of the businesses engaged in the field of Textiles and Textile Products is Jonifer Embrodiery Convetion. This company is one of the pioneers in the convection business in Padang and has been operating for 12 years. The problem the company is currently experiencing is a decline in sales from 2021 to 2022. Therefore, this research will focus on finding the main problems related to Jonifer Embroidery’s internal and external conditions to create a marketing strategy using the SWOT Matrix which is then formulated through the TOWS Matrix and produce a new marketing strategy for the Jonifer Embroidery. The proposed marketing strategy consists of cooperating with companies or communities, providing product guarantees to maintain customer trust, optimizing business websites for promotional media, product innovation, marketing using social media, creating customer loyalty programs, making attractive banners, offering several promotions sales, and selecting Key Opinion Leaders (KOL).

---

Keywords :

External Analysis, Internal Analysis, Marketing Strategy, SWOT, TOWS

---

References :

1. Badan Pusat Statistik, n.d., Kota Padang Dalam Angka, 2021. https://padangkota.bps.go.id/
2. Kementerian Perindustrian Republik Indonesia. (2021): Mendorong Kinerja Industri Tekstil dan Produk Tekstil di Tengah Pandemi. 3rd Edition. Kemenperin.go.i,-
3. Kotler, P., and Armstrong, G., & Opresnik, M. O. (2021). Principles of Marketing (18e Global). Pearson Education Limited.
4. Assauri, S. (2015). Manajemen Pemasaran Dasar Konsep dan Strategi. Jakarta: Rajawali.
5. , L., G., & Kanuk, L.L. 2007. Cosumer Behavior, Eight Edition. New Jersey: Pearson Education.