ANALISIS DAN PERBAIKAN STRATEGI PEMASARAN PADA IKM MAKANAN DAN MINUMAN DI KABUPATEN MALANG DENGAN METODE SWOT DAN QSPM DALAM MENGHADAPI MASA PANDEMI COVID-19

NOVELIA, CYNTHIA (2021) ANALISIS DAN PERBAIKAN STRATEGI PEMASARAN PADA IKM MAKANAN DAN MINUMAN DI KABUPATEN MALANG DENGAN METODE SWOT DAN QSPM DALAM MENGHADAPI MASA PANDEMI COVID-19. Masters thesis, UNIVERSITAS MA CHUNG.

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Abstract

Small to Medium-sized Enterprises (SMEs) is a small industry. Indonesia in experiencing a disaster by a pandemic virus called COVID-19. The pandemic affects the income or
slaes rate of all SMEs all around the world, including Food and Beverages SMEs in Malang districs. The purpose of this research is to analyze and and propose imporvements
for the marketing system of Food and Beverages SMEs in Malang district using SWOT analysis and QSPM Matrix. SWOT analysis will generate alternative strategies based on
SMEs strengths, weaknesses, opportunities and threats and QSPM Matrix will be used to determine the best strategy to be applied to SMEs based on the situations they are facing
right now. Based on analysis results, there will be an improvement by improvingthe marketing strategic to Aira Food SME. The results of the implementation are the increasing number of target consumers who acknowledge Aira Food SME’s products and the increasing sale rate until up to 20%.
Keywords : Marketing Strategic, SWOT Analysis, QSPM Matrix, COVID-19, SMEs

Item Type:	Thesis (Masters)
Additional Information:	TUGAS AKHIR
Subjects:	T Technology > T Technology (General)
Divisions:	Fakultas Teknologi dan Desain > S1 Teknik Industri
Depositing User:	Surya
Date Deposited:	16 Dec 2024 08:01
Last Modified:	16 Dec 2024 08:01
URI:	http://repository.machung.ac.id/id/eprint/610

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