ANALISIS USAHA DAN STRATEGI PEMASARAN HIDROPONIK PADA UMKM BAKOEL SAYUR KABUPATEN KARANGANYAR

Abstract

Abstract: This research aims to determine the cost, revenue and income of UMKM Bakoel Sayur, identify the internal and external factors that affecting the marketing of hydroponic vegetables in UMKM Bakoel Sayur, to formulate alternative strategies that can be applied in marketing of hydroponic vegetables in UMKM Bakoel Sayur, determine the strategic priorities can be applied in the marketing of UMKM Bakoel Sayur. The basic method of the research is descriptive analytical method by using the case studies. Location of the research determined by purposive in UMKM Bakoel Sayur. Data used are the primary and secondary. Analysis of the data used: (1) Analysis of Cost, Revenue and Income, (2) IFE, (3) EFE, (4) SWOT matrix, (5) QSP matrix. Research results show (1) revenue IDR 21,750,000.00, total cost IDR 10,634,500.00, and income IDR 11,115,500.00; (2) IFE showed there are six strengths and weaknesses seven; (3) EFE shows there are four opportunities and four threats; (4) Alternative strategies that can be applied is to improve the product quality, increase the promotion and quantity, increase the kinds of vegetables, then development and market expansion. (5) The priority of good strategy to be implemented is to increase the quantity and increase the kinds of vegetables.

Keywords : EFE, IFE, Revenue, QSPM, SWOT, UMKM Bakoel Sayur