Analisis SWOT dan Marketing Mix Guna Meningkatkan Pemasaran Di Tengah Gempuran UMKM Batik Di Kota (Studi Kasus: CV. Batik Mahkota Laweyan)

Abiyyu, Muhammad Rayhan and , Ahmad Kholid Al Ghofari, S.T., M.T. (2025) Analisis SWOT dan Marketing Mix Guna Meningkatkan Pemasaran Di Tengah Gempuran UMKM Batik Di Kota (Studi Kasus: CV. Batik Mahkota Laweyan). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The batik industry in Indonesia, especially in Solo, faces great challenges due to intense competition among MSMEs, including Batik Mahkota Laweyan. These MSMEs struggle to maintain their existence amidst the onslaught of other business actors and market demands that require innovation in design, quality, and marketing. This study aims to determine and analyze the strengths, weaknesses, opportunities, and threats of Batik Mahkota Laweyan MSMEs as well as their internal and external factors to determine the position of the SWOT quadrant and formulate marketing strategies that can increase sales of batik products in the midst of intense competition in the batik industry in Solo City. With this problem, it will be resolved by using SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis and 7P Marketing Mix which focuses on strategic management. The results of this study are, MSMEs get an IFE value of 3,119 and an EFE value of 3,455 which is located in quadrant 1, indicating that the strategy that can be applied is the Grow and Build strategy focusing on sustainable growth. Although the implementation of the 7P Marketing Mix has been carried out, a survey of 101 respondents from various circles shows the need for improvement to motivate customers to buy MSME products.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Manajemen Strategi, Strategi Pemasaran, Customer Needs, Analisis SWOT, Marketing Mix 7P
Subjects:	H Social Sciences > HC Economic Development > UMKM H Social Sciences > HD Management, Business and Labor H Social Sciences > HD Management, Business and Labor > Risk Management T Technology > TI Industrial Engineering
Divisions:	Fakultas Teknik > S1 Teknik Industri
Depositing User:	MUHAMMAD RAYHAN ABIYYU
Date Deposited:	02 Aug 2025 01:21
Last Modified:	11 Sep 2025 04:20
URI:	http://eprints.ums.ac.id/id/eprint/136710

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