| dc.description.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. | en_US |
