ANALISIS STRATEGI PEMASARAN TERHADAP USAHA MIKRO KECIL MENENGAH (UMKM) RENGGINANG GAYA BARU

DODIK HARTOMI, DODIK HARTOMI (2019) ANALISIS STRATEGI PEMASARAN TERHADAP USAHA MIKRO KECIL MENENGAH (UMKM) RENGGINANG GAYA BARU. Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Hartomi, Dodik, 2018 "Analysis of Marketing Strategies for Micro Small and Medium Enterprises (MSME) Rengginang Gaya Baru"; Skripsi, Resource Management Study, Faculty of Economics, Majapahit Islamic University (UNIM). Advisor I : Budi Utami, SE., MM Advisor II : M. Syamsul Hidayat, SE., MM Food retail production is one of the second largest potential of Rengginang Gaya Baru UMKM after agriculture which has long-term prospects and opportunities that are able to absorb labor in the region. This Rengginang Gaya Baru UMKM is also believed to have a fairly rapid growth to develop the potential of traditional food products which remain the backbone of the economy as a whole. UMKM Rengginang Gaya Baru is one of the retail foods included in traditional foods. This type of food retail can provide considerable benefits, because in running this business does not require large capital but has a high economic value and profit. The great potential of the Rengginang Gaya Baru UMKM has not been able to be utilized properly by the entrepreneurs who run businesses in the industry, because there are still many of them who have not yet received significant economic impact from the business they run. The purpose of this study is (1) to examine the marketing strategies that have been implemented by MSMEs in marketing their derivative products. (2) Identifying and analyzing the internal and external environmental factors of the company that influence the marketing strategy in the marketing of Rengginang (3) Formulating and establishing alternative marketing strategies for yangix. Research data and information consists of primary data and secondary data. The selection of respondents was conducted purposively. The analytical tool used is EFE matrix (External Factor Evaluation), IFE (Internal Factor Evaluation) matrix, SWOT matrix (Strengths, Weaknesses, Opportunities, and Threats), and STP (Segmentation, Targeting, Possitoning) Keywords: STP, Analisis SWOT, Matrix EFE, Matrix IFE

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