Strategi Pengembangan Pemasaran Produk Usaha Kecil (Studi pada UD Kreasi Lutvi Jl. Tunas Mekar No. 285, Desa Tuntungan II, Pancur Batu)

Abstract

Marketing activities in a company, other than the dynamic action, should always apply the principles of excellence. Companies must abandon old habits that no longer exists and constantly innovating. Because now is not the era in which producers will impose on consumers, but on the contrary consumers impose its will against the manufacturer. UD Kreasi Lutvi is a small bussines that producing potato chips and managed traditionally and has been established since 1999. The implementation of 4Ps Marketing Mix, this business offers advantages in terms of product and price. In terms of promotion, the owners simply rely on word of mouth promotion from buyers. Whereas in the era of free trade, promotion affects the company's efforts to achieve sales volume is maximized, because although the products offered are good, relatively inexpensive and easy to obtain, if not accompanied by good promotion, the sales level will not be sufficient. The purpose of this study was to determine how the marketing strategy of this effort, evaluation, and formulate appropriate strategy alternative. Research form the writer use is descriptive method with qualitative approach. The analysis tool used is EFAS matrix (External Factor Analysis Strategy), IFAS matrix (Internal Factor Analysis Strategy), and SWOT matrix (Strengths, Weaknesses, Opportunities, and Threats). SWOT analysis produced 11 alternative strategies that can be selected by the company, there are: (1) maintaining the prices and improve the quality of products to attract new customers, (2) making sales through online social media, (3) create innovative products during the holiday season as many demand of product, (4) increase the sale by making use of online social media, (5) establish cooperation with potential distributors agents to add market share, (6) make promotional activities interesting and different to the other business, (7) creates products with new shapes and flavor, (8) multiply production to expand the market, (9) adjust the price, (10) collaborates with other merchants and agents distributors outside the territory so that the process of distributing more widely and (11) build and joint ventures with providing capital and raw materials provider to avoid the decline in production.