A SWOT Analysis Strategy to Improve Customer Satisfaction through Product Quality, Packaging, Price, and Service Quality at J&C Cookies
Strategi Peningkatan Kepuasan Konsumen melalui Analisis SWOT terhadap Kualitas Produk, Packaging, Harga, dan Kualitas Layanan J&C Cookies
DOI:
https://doi.org/10.21070/a025g636Keywords:
Customer Satisfaction, Product Quality, Packaging, Price, SWOT AnalysisAbstract
General Background: The home industry food sector, particularly cookie production, represents a continuously expanding segment of small and medium enterprises in Indonesia. Specific Background: J&C Cookies operates as a prominent home-industry cookie producer in Bandung, managing domestic and export distribution while preparing for an initial public offering. Knowledge Gap: Existing literature exhibits inconsistent findings regarding the relationship between marketing mix elements and customer satisfaction, necessitating a comprehensive strategic positioning framework. Aims: This study aims to formulate a strategy to improve customer satisfaction at J&C Cookies by analyzing product quality, packaging, price, and service quality using a qualitative SWOT approach. Results: Evaluation yields an Internal Factor Analysis Summary score of 2.82 and an External Factor Analysis Summary score of 2.45, positioning the firm in Quadrant V of the Internal-External matrix to hold and maintain. Novelty: This research uniquely integrates internal marketing mix evaluations with SWOT, IFAS-EFAS, and IE matrices for a growing cookie home industry enterprise approaching professionalization. Implications: Management should prioritize product and packaging differentiation combined with digital service strengthening to improve customer satisfaction and competitive advantage.
Highlights:
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Taste consistency and brand reputation serve as dominant internal strengths for the cookie enterprise.
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Matrix evaluations place the business in the hold and maintain position requiring defensive and growth strategies.
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Recommended actions prioritize product differentiation and packaging upgrades alongside digital service improvements.
Keywords: Customer Satisfaction, Product Quality, Packaging, Price, SWOT Analysis
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Copyright (c) 2026 M Fauzi Pratama, Ahmad Reza Afandi , Aldo Mahendra A , Lilik Indayani
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