Analisis Strategi Pemasaran Industri Rumah Tangga Sandal (Studi Kasus pada Industri Rumah Tangga Sandal Fauzan di Pusat Industri Kecil Medan)

Abstract

Home Industries generally have a simple marketing strategy to conquer the market and competition. In order to marketing the product they organized strategy by analyze the internal or external factor. This study is intend to know about strength, weakness, opportunity, and threat to develop the marketing strategy can be used by Fauzan Slippers Home Industries to form a good strategy using SWOT analysis. This research format is descriptive method with qualitative approach to formulate the problem to guide the researcher to exprorate and to face social situation complete inspected, wide and deeply. Doing this research at Fauzan Slippers Home Industry Workshop and started at February 2014. The result of this research showing that to marketing their product, Home Industry Fauzan is using marketing mix,a strength is have a good quality and comfortable slippers, and having a workshop production,a capital weakness and small market area, threats from opponent and opportunities from regular market. SWOT analyze is showing the Fauzan Home indutries at first quadrant is to utilize strength with opportunities. To grow up the marketing area with added the salesman,grocery and store in the area or outside the area to get a big profit. To increase the quality of sandal with using experienced workers ability based from market trend. Depend on trust to grow up ordering from distributor and become supplier to grocery or store.