International Journal of Industrial Engineering & Production Research

Although the existence of swimming pools is very important for people who need to exercise or just have fun with their families, there are still few studies conducted to explore how to analyze the strategic planning of swimming pool companies in order to grow and develop. For this reason, this research will carry out strategic planning for the company Oasis Pool. The research stage consists of analyzing the internal and external strategies of the Oasis Pool company using the AHP SWOT method. In the second stage, a structural analysis of Oasis Pool's corporate strategy is carried out using the interpretative structural modeling (ISM) method. The results showed that the most appropriate strategy in the development of Oasis Pool's business is a growth strategy. This strategy can be implemented by maximizing fast response services and always maintaining spare parts availability to increase customer satisfaction. Furthermore, the key element of the strategy that will determine the success of Oasis Pool's corporate strategic planning is to maintain fast response to improve service quality. In order to maintain Oasis Pool's business to grow and develop and win the market competition, it is necessary to do the following things such as: design a good work system, active management to make improvements and innovations and keep up with technological developments. The main contribution of this article is to assist swimming pool managers such as Oasis Pool in carrying out effective strategic planning using AHP - SWOT and ISM methods.