ANALISIS STRATEGI PENGEMBANGAN BISNIS (STUDI KASUS PADA PT. CAHAYA KARUNIA PERSADA DI PONTIANAK)
Marketing is one of the most important activities in a business. Marketing plays a role in providing satisfaction to consumers by generating profits through the products or services offered. One of the existing marketing systems is Multi Level Marketing (MLM), also known as network marketing. PT. Cahaya Karunia Persada is one of MLM that registered in the Indonesian Direct Selling Association (IDSA). This research focused in analyzing the MLM business development strategy based on the SWOT analysis on MLM PT. Cahaya Karunia Persada in Pontianak. The research method used was descriptive qualitative. Data collection techniques used were interviews, questionnaires, literature studies, and document studies. Interviews conducted with three informants, as the business partner leader in Pontianak, then the questionnaire will be filled by three respondents, including leaders from business partners, and two active members. The results show that the total value in the IFAS matrix, which is 2,01 and the total EFAS matrix, which is 0.77. PT. Cahaya Karunia Persada is in quadrant I position based on SWOT analysis diagram which means that the company supports aggressive strategies. The position in the strategy shows that the company is in a favorable position by using existing strengths to take advantage of opportunities.