STRATEGI PEMASARAN PRODUK BOLLEN UBIGO KARANGANYAR

Abstract

SMEs as economic business actors are often categorized as small-scale companies, use traditional techniques, and are managed simply. One of the developing sub-sectors of MSMEs is MSMEs engaged in the food sector. This study aims to identify and formulate internal and external factors in the Bollen Ubigo Karanganyar product environment, formulate alternative strategies that can be applied to the marketing of Bollen Ubigo Karanganyar products, and determine priority alternative strategies for marketing Bollen Ubigo Karanganyar products. The basic method of this research is descriptive and analytical methods. The method of taking the location is done purposively, and the determination of key informants is purposive. The data analysis tool in this study used the IFE Matrix, Grand Matrix, SWOT Matrix, QSPM (Quantitative Strategic Planning Matrix). Internal factors which are the main strength product Bollen Ubigo Karanganyar is a contemporary product and the main weakness of the product BollenUbigo Karanganyar, that is, online promotion has not been maximized. The main opportunity for Bollen Ubigo Karanganyar products is that Karanganyar Regency is one of the tourist destinations and the main threat is theBollen Ubigo Karanganyar, namely product marketing Bollen Ubigo Karanganyar is hampered by the COVID-19 pandemic. The results of the Grand Strategy matrix show that the difference between the strength and weakness factors is 0.891 and the opportunity and threat factor is 1.010, placing a position in Quadrant I. SWOT matrix analysis produces several strategic alternatives, among others developing sales through e-commerce to reach more consumers (SO 1), conducting online promotions to introduce Bollen Ubigo Karanganyar products to the wider community (ST 1), actively participating in exhibition programs organized by the government as a means of promotion (SO 2) collaborating with travel agents to target consumers from the tourist element (WO1). The strategic priorities produced by marketing in the QSPM (Quantitative Strategic Planning Matrix) that can be implemented by Ubigo Karanganyar are developing sales of Bollen Ubigo Karanganyar products through an online system (e-commerce) to reach more consumers.

Keywords: UMKM, Marketing, Strategic, QSPM