ANALISIS STRATEGI PEMASARAN PADA USAHA KECIL MENENGAH (UKM) MAKANAN RINGAN (Studi Penelitian UKM Snack Barokah di Solo)
Abstract: Small and medium
enterprises (SMES) have a great role in national economic growth.To maintain
the continuity of the activities of SMES in the middle of an existing business
competition needed a proper marketing strategy management to achieve company
goals. Factors that may affect the marketing strategy stems from internal
factors and external factors. The object of this research is the company's
Snack business form that is Snack barokah that have yet to implement a proper
marketing strategy management to expand its business. This study aims to
identify the factors that may affect and become elements of the marketing
strategy as well as develop and recommend an appropriate marketing strategy to
be applied
This research use analyses QSPM (Quantitave Planing Strategy Matrix) to
devise strategies that will be taken. The sample of this research taken from
Parties within the company. Determination of samples as respondents using
purposive sampling with a respondent's consideration that is has the ability
and authority in formulating marketing strategies company.
This research resulted in SME strategic alternatives and the priority
order of Snack Barokah as follows:
increase product quality by using a packaging machine, producing their own snacks,
increasing quality of products to face competition, seeking additional capital
to take advantage of a Government loan program, maintain price levels and
improve the quality of flavour, vigorous business products
promotion by utilizing electronic
media facilities, increase promotion directly approach the way to expand the
market whole salers consumer voice, delivers, and maintains good relations with
suppliers
Penulis: Halim Oky Zulkarnaen,
Sutopo
Kode Jurnal: jpmanajemendd131112
