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The objective of this research was to analyze a variety of marketing strategies such as Partner Relationship Management, Product Development, and Market Penetration, as well as its usage to cope with Creative Economic Era at Technology Information (TI)-based companies. Research type was qualitative descriptive. Result of research with SWOT method showed that that 1) IFAS rate was 1.48 and 2) EFAS rate counted for 0.45. SWOT Diagram had positioned marketing strategies into Quadrant II, meaning that the strategy was diversification. Diversification was making new product for new segment. Result of interview discovered that companies with diversification strategy were those applying Partner Relationship Management, Product Development, and Market Penetration. Pursuant to the result of SWOT Analysis, therefore, Partner Relationship Management, Product Development, and Market Penetration were proper to be used as marketing strategies for software product at PT. PATT to cope with Creative Economic Era.

iosr journal of business and management

Swot Analysis in the Planning of Software Product Marketing Strategy to Cope With Creative Economic Era in Indonesia (A Case Study at Pt. Patt in Malang)