Untitled

Abstract

Bbq Dirumah is an MSME in the food sector that was established during the Covid-19 pandemic in Indonesia so that sales have not had an increasing trend and have not reached the target. One of the problem is the marketing strategy that has not been carried out optimally. Therefore, it is necessary to propose a marketing strategy based on the condition of Bbq Dirumah SMEs in order to increase sales. SWOT analysis was conducted to determine internal and external factors as input in the preparation of the SWOT and IE matrix so that alternative strategies were obtained and evaluation was carried out to prioritize alternative strategies implemented with QSPM as an effort to increase sales to achieve targets. The research objective is to design a marketing strategy for Bbq Dirumah to increase sales volume in order to achieve the predetermined target. The results showed that the position of MSME Bbq Dirumah was in quadrant V on the IE matrix with an IFE score of 2.604 and an EFE score of 2.684 so the right strategy is market penetration and product development. An alternative strategy based on the priority value in the QSPM is "benchmarking against competitors for better product development" with a TAS score of 5.895.