Marketing Strategy of Ale-Ale Sticks (Meretrix spp) Production of KUB Wida Mantolo as a Product Superior Ketapang District
https://doi.org/10.58466/lipida.v4i2.1672
Keywords:
Stick Ale-Ale, SWOT, QSPM.Abstract
This study aims to identify the factors of strengths, weaknesses, opportunities, threats, and determine an effective strategy for marketing Stick Ale-Ale produced by KUB Wida Mantolo. The research uses SWOT and QSPM analysis methods. The main strength factor is that the food product is different from other UKM, with a score of 0.137, while the biggest weakness is the lack of product variety in terms of taste, with a score of 0.135. The biggest opportunity factor is that KUB Wida Mantolo uses online order services, scoring 0.241, while the biggest threat is that customers choose food products from KUB Wida Mantolo based on meticulousness, with a score of 0.220. Based on the analysis of internal and external factors, four strategies are recommended for marketing Stick Ale-Ale by KUB Wida Mantolo: (1) Utilizing e-commerce applications to expand the online market. (2) Increasing product flavor variety. (3) Partnering with online transportation services. (4) Maintaining service and product quality. The top priority result from the QSPM (Quantitative Strategic Planning Matrix) analysis is utilizing e-commerce applications, with a TAS score of 5.800.
References
Ahmadjayadi, C. 2001. Profil Produk Unggulan Daerah. Kabupaten Purbalingga.
Alkadri, Muchdje, Suhandojo, 2001, Tiga Pilar Pengembangan Wilayah. Pusat Pengkajian Kebijakan Tekhnologi Pengembangan Wilayah. Jakarta.
Arikunto, S. 2013. Prosedur Penelitian: Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.
Asrina, & Martina. 2017. Strategi Pemasaran Usaha Kerupuk Tempe Di Desa Blang Geluanggang Kecamatan Peusangan Kabupaten Bieruen. Jurnal Pertanian Universitas Al Muslim. Bieruen.
Badan Pusat Statistik Ketapang. 2018. Kabupaten Ketapang 2024 Dalam Angka. BPS Ketapang. Ketapang.
David, F. R. 2010. Manajemen Strategi. Buku 1, Edisi 10, Penerbit Salemba Empat. Jakarta.
David, F. R. 2011. Strategic Management, Buku 1. Edisi 12. Jakarta.
Hadari Nawawi, H. Murni Martini, Penelitian Terapan. Gajah Mada University Press,cet . 2, 1966. Yogyakarta.
Harisudin, M. 2013. Pemetaan Dan Strategi Pengembangan Agroindustri Tempe di Kabupaten Bojonegoro, Jawa Timur. Jurnal Teknologi Industri Pertanian.
Kotler, Philip & Amstrong, G. 2012. Pinsip-prinsip Pemasaran. Edisi 13. Jilid 1. Jakarta.
Kotler & Keller. 2009. Manajemen Pemasaran. Jilid 1. Edisi ke 13 Jakarta.
Nugraha,G.N., Rochidiani, D., & Sudrajat. 2019. Strategi Pemasaran Seblak Kicimpring Berbasis Offline Dan Online (Studi Kasus Pada Ukm Raja Rasa Di Kelurahan Linggajaya Kecamatan Mangkubumi Kota Tasikmalaya) Jurnal Ilmiah Mahasiswa AGROINFO GALUH
Permadi, A. 2015. “Strategi Pengembangan Industri Kecil Carica”. JEJAK Journal of Economics and Policy.
Purwanto, I., 2008. Manajemen Strategi. Penerbit CV. Ryama Widya, Bandung.
Rangkuti, F. 2006. Analisis SWOT Teknik Membedah Kasus Bisnis. Gramedia Pustaka Utama. Jakarta.
Rangkuti, F. 2008. The Power Of Brands. Penerbit Gramedia. Jakarta.
Riduwan. 2013. Rumus dan Data Dalam Analisis Statistika. Alfabeta. Bandung
Sedarmayanti. 2014. Sumber Daya Manusia dan Produktivitas Kerja. Mandar Maju. Jakarta.
Sugiyono. 2010. Metode Penelitian Pendidikan Pendekatan Kuantitatif, kualitatif, dan R&D. Alfabeta. Bandung.
Sugiyono. 2013. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Alfabeta. Bandung.
Sugiyono 2015. Metode Penelitian Kombinasi (Mix Methods). Alfabeta.Bandung.
Thompson, J & Martin, F. 2011. Strategic Management; Awareness and Change. 6th edition. South Western a division of Cengage Learning, inc.
Turban, Efraim. et. al. 2015. Electronic commerce a Managerial and Social Networks Perspective. 8th edition. Springer.
Wheelen, T.L. & Hunger, J.D. 2012. Strategic Management and Business Policy; Achieving Sustainability (13th ed). Prentice Hall Propinsi Jawa Timur)”Jurnal Manajemen dan Kewirausahaan.
Wibowo, M. E., Arief, D., & Amzul, R. 2018. Strategi Pemasaran Produk Sosis Siap Makan (Studi Kasus: PT Primafood Internasional). MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah
