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Analysis of Byzantium Apparel's Marketing Strategy in Increasing Competitiveness in the Sports Apparel Market

Journal of Physical Education and Sports · Vol. 14 No. 4 (2025) · pp. 1–15

DOI
10.15294/jpes.v14i4.30234
ISSN
2502-4477, 2252-648X
Published
2025-12-22
Publisher
Universitas Negeri Semarang
Language
eng

Abstract

Byzantium Apparel is a growing local business engaged in the sportswear industry, facing intense competition and rapidly changing market dynamics. This research aims to analyze the marketing strategy of Byzantium Apparel using the SWOT framework to identify strengths, weaknesses, opportunities, and threats, as well as to formulate recommendations for business development. A qualitative descriptive method was applied through interviews with the business owner, employees, and selected customers, supported by direct observation and document analysis. The findings reveal that Byzantium Apparel has strong advantages in building customer loyalty through community-based marketing, competitive pricing, and active digital promotion via social media platforms. However, weaknesses such as limited human resources for innovative content creation, inconsistent promotional scheduling, and reliance on third-party distribution channels were identified. The study also highlights significant opportunities arising from the growth of sports communities, digital technology advancements, and increasing health-conscious lifestyles. Nonetheless, threats from larger competitors, shifting social media algorithms, and the risk of imitation remain challenges. This research contributes to marketing knowledge, particularly for small businesses in the sportswear sector, by providing practical insights into adaptive, community-oriented, and digital-driven marketing strategies.

Keywords

Collaboration network of the authors

40 authors · 165 co-authorship links · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • State University of Semarang
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Tri RustiadiAffiliation unknown6
Dwi Gansar Santi WijayantiAffiliation unknown5
Harry PramonoAffiliation unknown5
Tandiyo RahayuAffiliation unknown4
Setya RahayuAffiliation unknown4
Hermawan Pamot RaharjoAffiliation unknown4
Wahyu Ragil KurniawanAffiliation unknown3
Ipang SetiawanAffiliation unknown3
Fajar Awang IrawanAffiliation unknown3
Endang Sri HananiAffiliation unknown3
Hari SetijonoAffiliation unknown2
Martin SudarmonoAffiliation unknown2
Bambang PriyonoState University of Semarang2
Andry AkhiruyantoAffiliation unknown2
Mohammad AnnasAffiliation unknown2
Donny Wira Yudha KusumaAffiliation unknown2
Heny SetyawatiAffiliation unknown2
Agung WahyudiAffiliation unknown2
hermawan pamot rahajoAffiliation unknown2
Atip NurcahyaniAffiliation unknown2
Carolus Wasa CaroAffiliation unknown1
Thadius YambedoanAffiliation unknown1
Bintang Adi PamungkasAffiliation unknown1
Akhmad Adrian MaulanaAffiliation unknown1
Laela MunawarohAffiliation unknown1
Bhayu BilliandriAffiliation unknown1
Ulya Sekar ArumdhaniAffiliation unknown1
Anirotul QoriahAffiliation unknown1
Hasa Maulana LazuardiAffiliation unknown1
Moch Fahmi AbdulazizAffiliation unknown1
Rezkya Wahyu AuliaAffiliation unknown1
Mohamad AnnasAffiliation unknown1
Saifullah YusufAffiliation unknown1
Muhammad Faesal BaehakiAffiliation unknown1
Renaldo Yoga PrakosoAffiliation unknown1
Anggit Kartikaning IsmiAffiliation unknown1
Novi Ayu WakitayantiAffiliation unknown1
HAFNITA HAFNITAAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/journals/jpes/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">Analysis of Byzantium Apparel's Marketing Strategy in Increasing Competitiveness in the Sports Apparel Market</dc:title>
	<dc:creator xml:lang="en">antono, muh yopan</dc:creator>
	<dc:creator xml:lang="en">hartono, mugiyo</dc:creator>
	<dc:subject xml:lang="en">Strategi Pemasaran</dc:subject>
	<dc:subject xml:lang="en">Analisis SWOT</dc:subject>
	<dc:subject xml:lang="en">IFAS</dc:subject>
	<dc:subject xml:lang="en">EFAS</dc:subject>
	<dc:subject xml:lang="en">Byzantium Apparel</dc:subject>
	<dc:description xml:lang="en">Byzantium Apparel is a growing local business engaged in the sportswear industry, facing intense competition and rapidly changing market dynamics. This research aims to analyze the marketing strategy of Byzantium Apparel using the SWOT framework to identify strengths, weaknesses, opportunities, and threats, as well as to formulate recommendations for business development. A qualitative descriptive method was applied through interviews with the business owner, employees, and selected customers, supported by direct observation and document analysis. The findings reveal that Byzantium Apparel has strong advantages in building customer loyalty through community-based marketing, competitive pricing, and active digital promotion via social media platforms. However, weaknesses such as limited human resources for innovative content creation, inconsistent promotional scheduling, and reliance on third-party distribution channels were identified. The study also highlights significant opportunities arising from the growth of sports communities, digital technology advancements, and increasing health-conscious lifestyles. Nonetheless, threats from larger competitors, shifting social media algorithms, and the risk of imitation remain challenges. This research contributes to marketing knowledge, particularly for small businesses in the sportswear sector, by providing practical insights into adaptive, community-oriented, and digital-driven marketing strategies.</dc:description>
	<dc:publisher xml:lang="en">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2025-12-22</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/journals/jpes/article/view/30234</dc:identifier>
	<dc:identifier>10.15294/jpes.v14i4.30234</dc:identifier>
	<dc:source xml:lang="en">Journal of Physical Education and Sports; Vol. 14 No. 4 (2025): Desember tahun 2025; 1-15</dc:source>
	<dc:source>2502-4477</dc:source>
	<dc:source>2252-648X</dc:source>
	<dc:source>10.15294/jpes.v14i4</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/journals/jpes/article/view/30234/7708</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Journal of Physical Education and Sports</dc:rights>
</oai_dc:dc>