Enhancing Laundry Service Competitiveness Through Integrated Strategic Marketing Analysis
Keywords:
Marketing strategy, Laundry service, Competitiveness, SWOT analysis, QSPMAbstract
Intensifying competition in the laundry service industry requires micro, small, and medium enterprises to formulate marketing strategies that are aligned with their internal capabilities and external market conditions. This study analyzes the strategic position of Daffa Laundry, develops feasible marketing alternatives, and determines the most attractive priority strategy for strengthening competitiveness. A descriptive qualitative case-study design was applied, supported by the Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), Internal-External (IE), SWOT, and Quantitative Strategic Planning Matrix (QSPM). Data were collected through observation, semi-structured interviews, and documentation involving six purposively selected informants: the owner, three employees, and two customers. The analysis identified free pick-up and delivery as the principal strength (weighted score 0.56), while limited promotional activity was the most important weakness (0.47). The main opportunity was growing consumer preference for practical services (0.46), whereas intense competition among laundry providers offering similar services and prices was the dominant threat (0.42). The IFE score of 3.39 and EFE score of 3.27 positioned Daffa Laundry in Quadrant I of the IE Matrix, indicating a grow-and-build strategic posture. The QSPM ranked partnerships with residential areas, boarding houses, and apartments for regular laundry services as the first-priority strategy, with a Total Attractiveness Score of 6.29. The study contributes an integrated strategic-analysis framework for service-based MSMEs and provides an actionable partnership-oriented strategy for expanding market reach, strengthening customer relationships, and supporting sustainable growth.
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