Serambi Engineering, Volume VI, No. 2, April 2021 hal 1721 - 1729 1721 p-ISSN : 2528-3561 e-ISSN : 2541-1934 The Implementation of the Strategy of Marketing Management through a SWOT Analysis with the Matrix of IFE, EFE and IE Ara Fathia Az Zahra 1* , Wahyudin Wahyudin 2 , Billy Nugraha 3 1, 2, 3 Industrial Engineering Department, Universitas Singaperbangsa Karawang, Karawang *Koresponden email: arafathia036@gmail.com Diterima: 30 Desember 2020 Disetujui: 2 Maret 2021 Abstract The level of competition is usually influenced by a variety of factors such as: promotions, services, security and others. This study aims to analyze the implementation of the strategy of marketing management SME snacks. Although it already has a fairly large market share, but the bare possibility of the presence of competitors engaged in the same field. Then the right strategy is to use the analysis of strength, weaknesses, opportunities and threat (SWOT). In addition, with the approach of matrix internal factor evaluation (IFE), matrix external factor evaluation (EFE) and the matrix internal external (IE). Renewal in the research is the use of the IFE, EFE and IE matrix. This is so that the results of the assessment can determine the position and strength of the business. Then the results of the study show that SME snacks have 8 strength, 7 weaknesses, 6 opportunities and a 5 threat. In addition, the results of the IFE matrix is weighted by 2.74 this show is in the position of the average. While the results of the EFE matrix weighted by 3.01 it is shown to be in a strong position. While the results of the IE matrix is in quadrant II, it is within the scope of a strategy to growth and nurture (growth and build). Keywords: marketing management, strength weaknesses opportunities and treats, internal factor evaluation, external factor evaluation, internal external Abstrak Tingkat persaingan biasanya dipengaruhi oleh berbagai faktor seperti: promosi, pelayanan, keamanan dan lain-lain. Penelitian ini bertujuan untuk menganalisis implementasi strategi manajemen pemasaran UKM Makanan Ringan. Walaupun sudah memiliki pangsa pasar yang cukup luas, tapi tidak bertutup kemungkinan adanya kompetitor yang bergerak dalam bidang yang sama. Maka diperlukan strategi yang tepat yaitu menggunakan analisis strength, weaknesses, opportunities dan threat (SWOT). Selain itu dengan pendekatan matriks internal factor evaluation (IFE), matriks external factor evaluation (EFE) dan matriks internal external (IE). Pembaharuan dalam penelitian yang dilakukan adalah penggunaan matriks IFE, EFE dan IE. Hal ini agar hasil penilaian dapat menentukan posisi dan kekuatan bisnis. Hasil penelitian menunjukkan bahwa UKM Makanan Ringan memiliki 8 strength, 7 weaknesses, 6 opportunities dan 5 threat. Selain itu hasil dari matriks IFE terbobot sebesar 2,74 hal ini menunjukkan berada pada posisi rata-rata. Sementara hasil dari matriks EFE terbobot sebesar 3,01 hal ini menunjukkan berada pada posisi kuat. Sedangkan hasil dari matriks IE berada pada kuadran II hal ini dalam lingkup strategi tumbuh dan membina (growth and build). Kata Kunci: marketing management, strength weaknesses opportunities and treats, internal factor evaluation, external factor evaluation, internal external 1. Introduction The public interest in the consumption of complementary foods or can be said a snack is very high [1, 2]. The level of enthusiasts of snack food is characterized by the increasing number of businesses a snack that is growing in Indonesia. Starting from the home industry, SME/MSME up to large factories a lot of operate. In the food business is increasingly tight competition. Because basically the public will get bored when not applied strategies or innovations provided [3]. Products especially pastries from year to year the level of the number of competitors is increasing. In addition, diverse types of pastries are more varied. This is evident from the number of business units of the food industry which increased from year to year. As in Table 1. Cake Shop XYZ already has a large enough market share. But the bare possibility of the presence of competitors engaged in the same field. The level of competition is usually influenced by various factors such as: promotions, services, security and others [5, 6]. So to the demands of its own for any business [7].