STRATEGI PEMASARAN KRIPIK LELE DI UMKM ALANG – ALANG TUMBUH SUBUR DESA RANDUSARI KECAMATAN TERAS KABUPATEN BOYOLALI

Abstract

ABSTRACT : This research aims to identify the internal and external factors becoming strengths, weaknesses, opportunities and also threats in catfish chips marketing in SMEs Alang – Alang Tumbuh Subur, formulating alternative strategies which can be applied in marketing of catfish chips in SMEs Alang–Alang Tumbuh Subur  and determine the strategiey priority which can be applied in catfish chips marketing in SMEs Alang–Alang Tumbuh Subur . The basic method used for this research is the analytical descriptive method. Data analysis methods using descriptive analysisis, matrix Strength, Weakness, Opportunity, and Threat (SWOT), and Quantitative Strategic Planning Matrix (QSP). The results showed that the alternative strategies which can be applied in catfish chips marketing in SMEs Alang–Alang Tumbuh Subur : improve the quality of the product and add flavors to maintain consumer confidence, do the designing promotions and advertising to create a website to expand market segments, cooperation network with other entrepreneurs or potential business partners and private investments to penetrate export markets, expanding their market area to tourist sites and restaurants. The priority of strategies which can be applied in marketing catfish chips in SMEs Alang – Alang Tumbuh Subur are to cooperation network with other entrepreneurs or potential business partners and private investments to penetrate the exportmarket.

Keywords : Catfish Chips, Marketing Strategy, SWOT Analysis.