A SWOT (Strength Weakness Opportunity and Threat) Analysis as a Strategy to Enhance Competitiveness

: This study aims to determine how an analysis of Strengths, weaknesses, and opportunities, and threat is used as a strategy to increase competitiveness and its obstacles in Denpasar Sharia Rural Banks. The research method used was a quantitative approach in the form of case studies descriptive. The SWOT analysis used is the analytical method descriptive, SWOT Matrix, and SWOT diagram analysis. Data collection techniques in this study are interviews and literature. The results showed that the SWOT analysis as a strategy to increase competitiveness needs to be re-evaluated, so that good performance is formed from within and from outside the organization.


Introduction
As Islamic banking shows rapid progress, strategic steps in the development of Islamic banking that has been sought are the granting of permits to conventional commercial banks to open branch offices of Islamic business units (UUS) or the conversion of a conventional bank into a sharia bank (Hindardjo et al., 2022). This strategic step is a response and initiative to the amendment to the Banking Law No. 10 of 1998. 7 of 1992 regulates the legal basis and types of businesses that can be operated and implemented by Islamic banks (Hidayat et al., 2021). Sharia-based business are growing rapidly, ranging from sharia banking, sharia insurance, and sharia pawnshops, to sharia-based cooperatives (Rosad, 2019). However, the most rapid development is Islamic banking. The main reason people turn to Islamic banking is the elimination of interest in financial transactions and instead applying the concept of profit sharing following Islamic teachings (Lewis & Algaoud, 2005).
The rapid changes of technology give an impact on changes in people's behaviour. The speed of incoming information due to advances in information sector technology has made people smarter in choosing products (Rosyad et al., 2022). Another impact for bank producers is the intense competition between banks to take advantage of these technological advances (A'yun et al., 2022;Parasuraman et al., 1985). To achieve a marketing plan. In addition, banks must also be able to identify and analyze the marketing environment which consists of the external and internal environment. analyzing the marketing environment. Then the bank will be able to find out where the company's strengths and weaknesses are located as well as opportunities and threats that will greatly affect the marketing that will be carried out (Dirsa et al., 2022;Gumusluoğlu & Ilsev, 2009). Conditions can provide a role for Islamic banking in economic development (Azzery, 2022), but some challenges still need to be addressed in Islamic banking. The first challenge in development is Islamic banking with a spin strategy off plays an intermediation function well so that it can immediately move to the real sector (Isroani et al., 2022;Karim, 2004). The second challenge is Islamic banking with a spin-off strategy developed in a Muslim-majority environment, as well as being a successful example for other countries in developing banking. sharia. The third challenge is that in the future, Islamic banking must be able to be rahmatan lil alamin, meaning that it is not only beneficial for Muslims but also all mankind. The Muslim population as The main force has not guaranteed to use Islamic banking services.
The previous study conducted by Marwiyah et all stated that various powers have not been able to be maximized for Notes and phenomena This is also reflected in several regions of Indonesia which are with a large Muslim population (majority) (Marwiyah et al., 2022).
Opportunities and challenges The development of Islamic banking also emerged with the start of operations of several Islamic banks in Indonesia. This study aims to find out how SWOT analysis may increase competitiveness at Denpasar Sharia Rural Banks. There are unanswered challenges with certainty, as well as various threats that cannot be overcome disadvantages of a company in general and especially in the field of marketing in dealing with its environment is the SWOT analysis.

Literature Review SWOT Analysis
SWOT analysis is the identification of various factors systematically to formulate a company strategy. The strategic planning method is used to evaluate the strengths, weaknesses, opportunities, and threats in a project or business speculation. These four factors make up the acronym SWOT (strengths, weaknesses, opportunities, threats). SWOT stands for the Internal Strengths and Weaknesses environment and the external Opportunities and Threats environment faced by the business world (Iskandar & Rangkuti, 2008). SWOT analysis (SWOT analysis) includes efforts to recognize the strengths, weaknesses, opportunities, and threats that determine the performance company. External information on opportunities and threats can be obtained from many sources, including customers, government documents, suppliers, banking circles, and partners in other companies. Many companies use scanning agency services for obtaining newspaper clippings, internet research, and analysis of relevant domestic and global trends (Nisak, 2013). According to David et al., (2008) all organizations have strengths and weaknesses in the functional areas of business.
No company is as strong or weak in all business areas.
Meanwhile, according to Jugiyanto SWOT is used to assess the strengths and weaknesses of available resources owned by the company and the external opportunities and challenges faced. (1) Strengths (strength), our resources, skills, or other advantages related to the company's competitors and the market needs that the company can serve expected to be served (Jogiyanto Hartono, 2018). Strength is a special competition that provides a competitive advantage for the company in the market.

Competitiveness
Competition is at the core of a company's success or failure. Competition determines the accuracy of company activities that can support performance, such as innovation or good execution. According to Wahyudi several advantages can be used by companies (Wahyudi, 2022), namely: price, market share, brand, product quality, consumer satisfaction, and distribution channels (Wibowo et al., 2015). market position and market influence. To have core competencies, companies must have: three criteria: (a) Value for customers (customer perceived value), namely skills that enable a company to deliver.

Research Method
The research was conducted at the Denpasar Islamic Rural Bank. The population in This study is an employee at the Denpasar Sharia Rural Bank, where the total population is 15 people and the sample used is a saturated sample of 15 people. Data collection techniques in this study were interviews, questionnaires, and literature. The research method used is the descriptive quantitative method. The SWOT analysis used is a descriptive analysis method.

Data Analysis Model
In line with the SWOT analysis system that runs in a BPR institution where the BPR must explore potential that can be used as development capital to increase local competitiveness.
BPR Denpasar is designated as a credit institution that applies Islamic values. This is because the Kaliputu Kudus Jenang has high economic value and competitiveness and absorbs a large number of workers, which is produced based on technical feasibility considerations (raw materials and markets). The talents or potential of the community and institutional development of the jenang industry are developed within the local economic development system, by building partnerships that include local governments, entrepreneurs, and local community organizations. The main points of the business development strategy are increasing the attractiveness, resilience, and competitiveness of the local economy. After recognizing that there is a huge opportunity to further create the development of MSMEs in Denpasar, the local government is trying to continue creating economic growth that has an impact on the surrounding community and MSMEs, expanding employment opportunities, empowering producers and the lower middle class. Small businesses, which are generally family business units, have very limited business networks and low market penetration capabilities. Therefore, the number of products produced is very limited and has a quality that tends to be less competitive. This is different from businesses that are already large and already have a solid network and are supported by technology that can reach a wider area with good promotion techniques.

Analysis of the SWOT Model
To analyze the Denpasar Sharia Rural Bank, the researchers used SWOT analysis approach: ( The distribution network is spread to the regions (district level). Strengths are resources, skills, or other advantages related to the company's competitors and market needs that the company hopes to serve. Strength is a special competency that provides a comparative advantage for Denpasar Sharia Rural Bank (Hidayat, Franky, et al., 2020). culture that is still concentrated on conventional businesses causes penetration into the Sharia market not optimal, (j) Lack of various products both in terms of financing or funding following market needs, (k) HR view is still conventional from internal Bank (Hindardjo & Mansuri, 2016).
Weakness is a factor of limitation or lack of resources or serious skills that can hinder effective performance Corporate Image is still weak marketing skills, and lack of product variety both in terms of financing or funding that are following market needs can be a source of weakness for the Denpasar Sharia Rural Bank (3)

Profile of Respondents of Denpasar Sharia Rural Banks
Respondents in this study can be grouped into 2 gender groups, namely male and female groups, for more details will The characteristics of respondents by gender are presented: products in the community is not optimal because the understanding and awareness of the community are still low in sharia banks which are more vulnerable to conventional ones . (e) Socialization of sharia products has not been carried out optimally to explain the advantages of products and services in the eyes of the public. (f) The customer database has not been utilized optimally due to technological limitations so it cannot be utilized optimally. (g) Human resources in quantity and quality have not met market needs, resulting in non-optimal fund management and impacting all sectors of Islamic banking products, both the financing sector and the fund-raising sector. (h) Positioning is not clear in the eyes of prospective customers because they have not mastered the desires of the products offered. (i) Service culture is still concentrated on conventional businesses, causing penetration into the sharia market is not optimal. (j) Lack of product variety, both in terms of financing and funding following market needs, and lack of promotions resulted in incomplete information needed by the public regarding fundraising products and Islamic banking financing, thereby reducing public interest in using banking fundraising products. sharia. (k) The view of HR is still very conventional from the internal.