ANALISIS STRATEGI PEMASARAN USAHA KECIL MENENGAH (UKM) PADA PRODUK KERIPIK DI SANGGAU KAPUAS

Abstract

Abstract

How is the marketing strategy design usage by Mrs.Ani Jayadi chips "ke Sini" in
dealing with business competition in Sanggau Kapuas?Marketing strategy is basically
a comprehensive, integrated and unified plan in the field of marketing, which provides
guidance on the activities that will be carried out to achieve the marketing objectives
of a company. The company"™a marketing from time to time in carrying out their
business, UKM here experience marketing strategy constraints such as the emergence
of competitirs with the same product at the sellin price. Therefore, to face the
competition, there are business strategies in developing "ke"™ sini". This study aims to
analyze the factors internal and external influencing the development "ke"™ sini"™ chips
and formulating the right strategy for the "ke"™ sini" chips business in Sanggau
Kapuas. The methode used is a qualitative reseatch metode with the type was carried
out by interview, observation, and documentation. Analysis of research SWOT
analysis the results showed the existence of innovation and creativity that chips "ke"™
sini" and try to compete with other competitors. Based on the results of the SWOT
analysis the strategy that can be applied in the chips "ke"™ sini" in the diversification
strategy.
Keywords: UKM, Marketing, Marketing Strategy, SWOT