Saputro, Rinto Eko and , Mila Faila Sufa, S.T., M.T. (2023) Analisis Strategi Pemasaran Usaha Mikro Kecil Dan Menengah (UMKM) Kacang Mede Di Jatiroto Dengan Menggunakan Metode Swot. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Cashew is a plant commonly found by the people of Indonesia, especially in rural areas. Cashew can be processed into various healthy food preparations, one example of this preparation is cashew nuts. Cashews are currently a growing industry in Indonesia. Dapur Aisyah is one of the MSMEs that process cashew nuts into processed food, this MSME is addressed in Jatirejo Village, Jatiroto district, Wonogiri Regency. The problem faced by MSMEs is in the form of implementing marketing strategies to increase the number of sales and become superior to other competitors. The purpose of this study is to find out the marketing strategy carried out and SWOT analysis as the right marketing strategy for Aisyah Kitchen MSMEs. This research uses the SWOT method and marketing mix, SWOT is a method used to plan something using strengths, weaknesses, opportunities, and threats. Marketing mix is a combination of important marketing elements to produce an appropriate marketing strategy. The results of the study obtained were in the form of IFE and EFE results with an internal score value, namely the strength and weakness aspects of 2.64 while external factors with opportunities and threats aspects had a value of 2.50. Based on the cartesian diagram of the SWOT analysis, it is shown that the highest total score is in the first quadrant, where in this position Dapur Aisyah has a fairly high level of strength and opportunity with an aggressive strategy. The results of this study can be concluded that improvements need to be made to marketing in order to take advantage of strengths and opportunities and reduce weaknesses and avoid threats.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Cashew Nuts, MSMEs, Marketing Strategy |
| Subjects: | T Technology > TI Industrial Engineering |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | RINTO EKO SAPUTRO |
| Date Deposited: | 21 Feb 2023 04:23 |
| Last Modified: | 21 Feb 2023 04:23 |
| URI: | http://eprints.ums.ac.id/id/eprint/110441 |
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