STRATEGI PEMASARAN AGROINDUSTRI PENGOLAHAN SUSU DI KECAMATAN MOJOSONGO KABUPATEN BOYOLALI (Studi Kasus di UMKM Finestkee Kefir)

Abstract

Abstract : This study aims to identify both internal and external factors, discribing strategic positions, formulate strategies and determine priority of strategies for dairy processing agroindustry in Mojosongo District, Boyolali Regency, especially MSME Finestkee Kefir. The research method used are descriptive and analytic. Data analysis methods used are IFE, EFE, IE, SWOT and QSP matrix. The results of the IFE and EFE matrix analysis yield points of 3,019 and 2,658 respectively. Analysis of IE matrix shows that the strategic position of MSME Finestkee Kefir is in the category of growth and develop. Based on the results of SWOT and QSPM matrix analysis, there are 4 alternative strategies that can be carried out by MSME FInestkee Kefir to improve their marketing based on their priority respectively which are  market penetration, supported by education on product benefits, both through social media and informative packaging designs and collaboration with more outlets, especially tourist center, KOPMA and resellers in Boyolali Regency and its surroundings, which is the first strategic priority. The second strategy priority is to create a special marketing team, while the third priority strategy is to increase the promotion interval and increase amount of production for products that are not affected by climate change. The last strategy priority is to utilize government support to immediately to gain marketing certificate from the BPOM and MUI