Marketing Strategy of Employee Cooperatives of Bank Rakyat Indonesia Office, West Kotawaringin District Using Swot Analysis Method

Abstract

Marketing strategy of BRI Kotawaringin Barat Employee Cooperative using SWOT Analysis aims to identify the cooperative's strengths, weaknesses, opportunities, and threats. This analysis aims to formulate effective marketing strategies, such as developing innovative products/services, improving human resource quality, using technology, and building partnerships. This analysis is supported by a SWOT matrix to develop SO (strengths-opportunities), WO (weaknesses-opportunities), ST (strengths-threats), and WT (weaknesses-threats) strategies to achieve sustainable competitive advantage through excellent service and innovation. This analysis can be found in the UIN Antasari campus repository or other relevant universities. The BRI Kotawaringin Barat Employee Cooperative faces competition and requires an adaptive marketing strategy to achieve competitive advantage. This research focuses on identifying internal (S/W) and external (O/T) factors using a SWOT analysis to formulate the strategy. The analysis of internal and external factors and the formulation of an effective marketing strategy to achieve competitive advantage for the BRI Kotawaringin Barat Employee Cooperative. A qualitative descriptive approach using the SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis method was used on primary (interview/questionnaire) and secondary data. Strengths were identified in member loyalty and savings and loan products, weaknesses in limited promotions, opportunities in digitalization trends and BRI support, and threats from competitors. The main strategies are digital platform development (SO), human resource development (WO), diversification of superior products (ST), and risk mitigation (WT). Conclusion: The SWOT analysis-based marketing strategy yields recommendations for cooperatives to be proactive, innovative, and adaptive in facing market dynamics, strengthening their competitive position, and improving member welfare.