Marketing Strategy Development Using SOAR Analysis on W&G Shoes

Abstract

SOAR (Strengths, Opportunities, Aspirations, and Results) analysis is a method that companies can use to create a marketing strategy planning framework to face business competition with a strength-focused approach to understand the entire system by including the voices of relevant stakeholders. This research aims to develop an effective marketing strategy for W&G Shoes using the SOAR analysis approach. This research method is a qualitative method, with data collection based on observations, interviews, and also through analyzing internal and external factors using SWOT to identify the company's strengths and opportunities and evaluate the weaknesses and threats faced. The results of the SWOT analysis were then used to apply the SOAR approach to build a marketing strategy that capitalizes on internal strengths to achieve long-term aspirations and desired outcomes. The result of this study is that through SOAR analysis it is concluded that the strategy carried out by W&G Shoes is quite effective in business development, but additional strategies are needed by utilizing the strengths possessed including, continuing to prioritize quality, increasing employee competence, developing a reward system for employees, utilizing social media as a means of promotion, and using off marketing.