Analisis Strategi Pemasaran Produk UMKM ( Studi Kasus pada Donita Frozen Food)

Abstract

Modernization has brought changes to the lifestyle of the community in all aspects , including on consumption . This results in a high level of demand for food practice . The high market demand makes many businesses that produce food practice that resulted in a competitive competition in this business . UMKM Donita Frozen Food is one of the businesses that take advantage of this opportunity .as a newly established venture for two years to be able to survive in this competitive market , Donita Frozen Food needs to implement appropriate marketing strategies to boost sales. This research was conducted with the aim to analyze what the strengths, opportunities, and threats in determining Donita Frozen Food marketing strategy and to determine appropriate marketing strategy to be applied based on the analysis of strengths, weaknesses, opportunities and threats to Donita Frozen Food. Forms of research used in this research is descriptive qualitative analysis. Methods of data collection is done by observation, interview and documentation study. Data analysis techniques performed by the method of IFAS and EFAS matrix, and SWOT quadrant. Based on the results of research and analysis that has been done shows that Donita Frozen Food is in quadrant I, which supports the implementation of an aggressive strategy is to use force to take advantage of opportunities.