ANALISIS STRATEGI PEMASARAN PADA USAHA KECIL MENENGAH (UKM) MAKANAN RINGAN ( Studi Penelitian UKM Snack Barokah di Kota Bima

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