Enhancing Andria Farma Pharmacy's Competitiveness Through SWOT Analysis-Based Marketing

Meningkatkan Daya Saing Apotek Andria Farma Melalui Pemasaran Berbasis Analisis SWOT

Abstract

Community pharmacies play a vital role in primary healthcare services, not only as medication providers but also as centers for pharmaceutical care and patient counseling. However, increasing competition from newly established pharmacies and online medicine platforms has created significant challenges for local pharmacies, particularly in rural areas. Andria Farma Pharmacy, located in Ngulak Village, Musi Banyuasin Regency, has experienced growing competitive pressure despite its established presence since 2016. This study aimed to formulate appropriate marketing strategies to enhance the competitiveness of Andria Farma Pharmacy using a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis approach. This research employed a qualitative descriptive design through interviews, observations, and document analysis involving the pharmacy owner, staff members, and customers selected purposively. Internal and external factors were identified and analyzed using IFAS and EFAS matrices to determine strategic positioning. The results showed that the pharmacy possesses key strengths, including a strategic location near a public health center, strong customer loyalty, and personalized services. Nevertheless, weaknesses were identified in limited digital promotion and manual inventory management systems. External analysis revealed significant opportunities from increasing public health awareness and social media utilization, while threats emerged from modern competitors and online price competition. The IFAS score (2.95) and EFAS score (3.10) indicate that the pharmacy is positioned in a growth-oriented strategic quadrant. In conclusion, implementing aggressive strategies such as digital marketing optimization, service enhancement, and inventory digitalization is recommended to improve competitiveness and ensure sustainable business development.