SWOT ANALYSIS IN CAKE SALES AT ANA BAKEURY CAKE SHOP IN AMPENAN DISTRICT, MATARAM CITY

This study aims to analyze marketing strategies to increase cake sales at the Ana's Bakery cake shop in the Ampenan sub-district, Mataram City. This type of research is descriptive quantitative by analyzing the data obtained through interviews with the application of the case method, namely the case that occurred at the cake shop Ana;s Bakery in the Ampenan sub-district, Mataram City.

The results of the study indicate that business opportunities to increase cake sales can be implemented through a marketing strategy with SWOT analysis, namely, Based on the SWOT analysis that has been carried out regarding the opportunities, threats, strengths and weaknesses of Ana's Bakery Cake Shop, the results show that it has great opportunities due to demand and the need for ready-to-eat food in Mataram is increasing, so that this condition must be utilized by Ana's Bakery Cake Shop in an effort to develop its business such as by improving product quality and service quality provided to customers so that customers feel satisfied and ultimately loyal to Ana's Bakery Cake Shop. Furthermore, based on the results of the SWOT analysis conducted, it was also found that Ana's Bakery is facing a threat where there are more and more similar companies, both new competitor companies and companies that have been established for a long time.

The management of Ana's Bakery Cake Shop should pay attention to the company's internal factors and company external factors, especially internal factors, namely strengths and weaknesses, must be managed optimally.

It is suggested to Ana's Bakery Cake Shop to carry out promotional activities so that information about the company can be easily known by customers, both new customers and old customers.