Analisis Strategi Pemasaran Untuk Meningkatkan Daya Saing (Studi Kasus: UMKM Roti Pantes)

Zakyya, Fauzan and , Mila Faila Sufa, S.T., M.T. (2022) Analisis Strategi Pemasaran Untuk Meningkatkan Daya Saing (Studi Kasus: UMKM Roti Pantes). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This research was conducted at UMKM Roti Pantes Sukoharjo. The purpose of this study was to determine the internal and external factors in UMKM Roti Pantes in increasing competitiveness with competitors, as well as determining the right alternative strategies for UMKM Roti Pantes in increasing competitiveness. By using the SWOT analysis method (Strength, Weakness, Opportunity, and Threat) and QSMPM (Quantitative Strategic Planning Matrix). There are 3 data collection techniques used in this study, namely observation, interviews, and questionnaires. The results of data analysis show that with the SWOT method, are divided into 4 strength variables, 4 weakness variables, 7 opportunity variables and 3 threat variables. Meanwhile, with the QSPM matrix analysis, there are 3 alternative strategies for UMKM Roti Pantes in increasing competitiveness with competitors. The first strategy is to increase promotions with various kinds of social media as a means of showing product superiority. The second strategy is to change product packaging to be more attractive and modern. And the third strategy is paying attention to product quality to maintain consumer confidence.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Marketing, Marketing Strategy, SWOT, QSPM
Subjects:	T Technology > TI Industrial Engineering
Divisions:	Fakultas Teknik > Teknik Industri
Depositing User:	FAUZAN ZAKYYA
Date Deposited:	28 Nov 2022 01:00
Last Modified:	28 Nov 2022 01:00
URI:	http://eprints.ums.ac.id/id/eprint/106690

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