STRATEGI PEMASARAN UNTUK USAHA KECIL, MIKRO, DAN MENENGAH (UMKM) INICEKER MALANG DENGAN METODE SWOT DAN QUANTITATIVE STRATEGIC PLANNING MATRIX (QSPM

FEBRILLYANT, KRISTIANA YOLANDA (2021) STRATEGI PEMASARAN UNTUK USAHA KECIL, MIKRO, DAN MENENGAH (UMKM) INICEKER MALANG DENGAN METODE SWOT DAN QUANTITATIVE STRATEGIC PLANNING MATRIX (QSPM. Masters thesis, UNIVERSITAS MA CHUNG.

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Abstract

Marketing strategy is an effort to ensure that a product or service produced by producers can be recognized and consumed by the wider community. Therefore, an optimal marketing strategy is needed to support this.Iniceker MSME is engaged in food and beverages, and the products marketed are chicken feet or commonly known as claws. MSME located in Malang
City. In their business processes, MSMEs face problems related to marketing. The purpose of this research is to determine the marketing strategy that will be implemented in MSMEs. Marketing strategies are needed for the ustainability
of MSMEs during the pandemic and after the pandemic. The research will be conducted using SWOT and QSPM matrix. Alternative strategies obtained from the implementation of this research are market development and product development. This alternative strategy is chosen based on the identification process that has been carried out. It is hoped that with the optimal alternative strategy, MSMEs can be able to run and expand their business.Keywords: Iniceker MSME, marketing strategy, IFE and EFE matrix, SWOT matrix, QSPM matrix

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 08:02
Last Modified:	16 Dec 2024 08:02
URI:	http://repository.machung.ac.id/id/eprint/618

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