IMPLEMENTATION OF MARKETING STRATEGIES TO INCREASE COMPETITIVENESS IN UMKM

Abstract

The purpose of this research is to determine the marketing strategy of sari wedang MSMEs through a SWOT analysis. In determining the marketing strategy, it is necessary to know the internal factors of strengths and weaknesses, external factors of opportunities and threats. The design used in this study is descriptive qualitative. The subject of this research are company managers, employees and consumers. The research instrument was conducted by interview, observation and documentation methods. Analysis of the data used is the reduction of data, presentation of data, and the withdrawal of kesimpulan. Hasil research shows that the analysis of the environment internally has the power among others, namely the location of the strategic, product quality excellent, product variety, prices are reasonable, andthe service are friendly.While the weaknesses are employees who arrivelate, and lack of marketing. In conditions of external, chances are owned by the increasing demand of consumers, the opportunities the market area, improve marketing through media social, and quality of products recognized consumer. The threat that faced that their competitors are equal, the competitors provide prices oblique, and began to grow the company that new. Strategies that can be applied is to open a branch new, intensify promotion in the market, maintaining the quality of the products that are offered, utilizing the media of social as a means to do promotion.