STRATEGI BERSAING PRODUK AMPYANG (STUDI KASUS PADA UKM "AMPYANG KHAS JAWA' DI KABUPATEN KARANGANYAR)

Abstract

Abstract: This study aims to identify the characteristics of the product ampyang in UKM “Ampyang Khas Jawa”, knowing the position of competing products in the UKM “Ampyang Khas Jawa”, and formulate strategies ampyang product competition in UKM “Ampyang Khas Jawa”. The basic method used is descriptive analysis method with the technique of the case studies, while data analysis methods used are CPM (Competitive Profile Matrix) and Perceptual Mapping. Ampyang product characteristics are: price, taste, color, shape, size, flavor, brand name, packaging design, packaging quality, packaging color, and completeness of the label. The results of the analysis of CPM known that UKM “Ampyang Khas Jawa”  get a total score of 2.95 and finished fourth on the seventh ampyang products. the results of perceptual map can be seen that the product ampyang UKM “Ampyang Khas Jawa” in the position of the average with ampyang competitors. The formulation of the strategy obtained which maintain competitive prices, benchmark sense ampyang UKM “Ampyang Khas Jawa” as the main competitor (Ampyang B), retains a distinctive shape that is round, enlarging the size of ampyang as the product's main competitor (Ampyang B), flavor benchmark ( ginger) and color ampyang like ampyang C, maintaining the brand name, packaging design, packaging quality, and color of the packaging, labels and add retain completeness of information on the product packaging label.