STRATEGI PEMASARAN PRODUK BROWNIES CINTA DI KABUPATEN KARANGANYAR

Abstract

This study aims to determine the internal and external environmental factors that affect product marketing and to find out the alternatives and the order of strategic priorities in the marketing of Brownies Cinta products. The research location was chosen purposively on Jalan Dr. Muwardi, Karanganyar Regency. The analytical methods used are (1) IFE and EFE Matrix (2) IE and SWOT Matrix (3) QSPM Matrix. The result of the research shows that in the internal environment there are 8 strengths and 6 weaknesses, while in the external environment there are 6 opportunities and 5 threats. Alternative strategies based on the SWOT matrix are (1) Collaborating with suppliers to minimize fluctuating raw material prices (2) Increasing inventory management at each outlet owned (3) Increasing packaging by being given nitrogen flushing (4) Continuing to innovate quality products ( 5) Regularly conduct training for employees (6) Create consumer loyalty by providing attractive programs (7) Create local partnerships, collaborate with modern retailers. The order of strategic priorities based on the QSPM Matrix is to collaborate with suppliers to minimize fluctuating raw material prices (1), improve packaging by being given nitrogen flushing (2), continue to innovate quality products (3), regularly hold training for employees (4).