marketing strategy analysis for developing a small-scale business in tourism, inisland atauro tourism object, dili timor leste

This study aims to determine how is the marketing strategy for small medium enterprises in thetourism sector, in atauro tourism object, dili, timor-leste based on swot analysis with indicators ofthis marketing strategy using the marketing mix or 7p, including: product (the services) /, price, place /business location, promotion / promotion strategy, people / human resources (hr), process / processor business activities, physical evidence / company physical evidence. the population in the researchor key informants are business actors in the field of tourism, tourists and local officials, with a total of 34informants with saturated sample determination to take all small and medium-scale business activities inthe tourism sector from 4 predetermined villages and the accidental sampling method for tourists. orvisitors and probability sampling methods for local officials. the type of data used in this research isqualitative data and data sources will be obtained through interviews, focus group discussions, and directobservation at the place of the research object, with the analysis tool used in this research is swotanalysis. the results of the analysis, through the evaluation of internal and external matrices, show thatthe average value is 1.00, the total score for external evaluation is 2.52, the matrix and efe results, canbe found through the total ife score with a value of 2.77 as well as the total efe score of 2.52. based onthe internal and external matrix, the results show that the achievements of the small and mediumenterprises group in the tourism sector of atauro island, dili, timor-leste are in the quadrant position ofcolumn v which means “stability” with a stable position. strategies that are suitable for this position aremarket penetration and product development.