SWOT Application in Marketing Strategy for Chicken Egg Shredded in UKM "Raja Abon Makmur Lestari" in Pangkalpinang City

Abstract

This study was conducted based on not achieving the revenue target for the "Raja Abon Makmur Lestari" UKM in Pangkalpinang City. The purpose of this study was to analyze the position of SMEs in the IE matrix and formulate a marketing strategy for UKM "Raja Abon Makmur Lestari" in Pangkalpinang City. The research method used is case study. The number of samples used in this study were 55 samples, 5 samples from internal UKM "Raja Abon Makmur Lestari" and 50 samples from external UKM "Raja Abon Makmur Lestari". Methods of data collection using questionnaires and data analysis methods using IE analysis and SWOT analysis. The results showed that the position of "Raja Abon Makmur Lestari" UKM was in quadrant V. In this position SMEs could be managed with a strategy of maintaining and maintaining (hold and maintain), namely market penetration and development of abon telur products. The strategy formulation that must be carried out by UKM "Raja Abon Makmur Lestari" in Pangkalpinang City is to improve good and quality service to consumers, Maintain existing business places, Develop product delivery by having special vehicles, Maximize promotional activities by expanding market networks, Adjust product prices in accordance with the increase in raw materials, Increase innovation-new product innovations both in terms of taste, shape, Adjust product prices with the ability of consumers, and Have permanent outlets in developing the business.

Analisis Strategi Pemasaran Menggunakan Strength Weakness Opportunity Threat Di Martabak Acil Gama Cikutra Bandung

“…Pada penelitian (Yulia et al, 2019) menunjukkan bahwa analisis strategi pemasaran menggunakan analisis SWOT dapat membantu dalam perumusan strategi pemasaran. Penelitian (Lestari & Yunita, 2020) menjelaskan bahwa analisis strategi pemasaran dengan menggunakan analisis SWOT bisa membantu dalam mengetahui kelebihan serta kelemahan dan juga dapat memberikan rekomendasi-rekomendasi strategi kepada perusahaan.…”

“…Dengan berinovasi dan menghadirkan nilai tambah, UMKM ini berupaya memenangkan persaingan di pasar martabak. Berdasarkan peneltian sebelumnya yang dilakukan oleh (Yulia et al, 2019) Agar dapat bersaing dengan persaingan yang ketat dalam pemasaran suatu usaha, pemilik usaha harus memahami variabel faktor internal atau variabel faktor eksternal usahanya maupun dari usahausaha lain, baik yang menjual produk makanan yang sama maupun tidak. Menurut (Sundari et al, 2020) dalam persaingan ini, hal ini akan membantu pemilik UMKM dalam mengenali usaha dan memanfaatkan setiap peluang yang ada atau meminimalkan resiko ancaman persaingan sehingga usahanya terlihat lebih unggul dibandingkan dengan usaha pesaing.…”

The Analysis of Survival Strategies in Small Medium Enterprises During Coronavirus Pandemic

“…Ritonga et al (2018) suggests that SWOT analysis is used to create a tourism village marketing strategy. While Yulia et al (2019) states that SWOT analysis is used to solve marketing problems in small industries.…”

Agrotourism Development Strategy in Wonogiri

“…On the x-axis of the IE Matrix, a total IFE weighted score of 1.0 to 1.99 indicates a weak internal position; a score of 2.0 to 2.99 is considered moderate, and a score of 3.0 to 4.0 is strong. Similar to the x-axis, on the y-axis, a total EFE weighted score of 1.0 to 1.99 is underestimated; a score of 2.0 to 2.99 is considered moderate, and a score of 3.0 to 4.0 is high (Yulia et al, 2019).…”