Swot Analysis In Implementing Internet Of Things (IOT) Technology For Marketing Ornamental Plants

Abstract

This research analyzes the implementation of Internet of Things (IoT) technology in marketing ornamental plants using a SWOT analysis approach. Evaluation is carried out using the IFAS (Internal Factor Analysis Summary) and EFAS (External Factor Analysis Summary) matrices to identify internal and external factors that influence the business. The analysis results show that the main strength of IoT implementation lies in its real-time environmental monitoring capabilities, data-based marketing efficiency, and more accurate inventory management. However, challenges such as the high investment costs of IoT devices, limited human resource skills, and data security risks still need to be overcome. From an external perspective, opportunities that can be exploited are the increasing public interest in ornamental plants, government support in digitizing the agricultural sector, and the development of e-commerce platforms. Meanwhile, the threats faced include the risk of technical disruption and increasingly fierce competition. SWOT matrix analysis shows that the business is in quadrant I (aggressive), which means that expansion and innovation strategies are important steps to take maximum advantage of available opportunities. This research recommends developing more efficient IoT technology, intensive training for human resources, and strengthening strategic cooperation with the government and digital platforms. It is hoped that these findings can help ornamental plant businesses in designing innovative and competitive IoT-based marketing strategies, as well as being a reference for further research related to digitalization of marketing in the agricultural sector.