RISKI ANDRIAN, -
Analysis of Honey Marketing in Increasing Sales using the SWOT
and QSPM methods (Studi Kasus: MaduKita Pangkalan kerinci).
Analysis of Honey Marketing in Increasing Sales using the SWOT and QSPM methods (Studi Kasus: MaduKita Pangkalan kerinci).
Abstract
ABSTRACT
MaduKita MSME is one of the MSMEs in Pangkalan Kerinci which sells
genuine honey which has various types including red honey and black honey. In Pangkalan Kerinci district there are several MSMEs which are also engaged in the honey industry. Therefore, it will increase competition between MSMEs. In this way, MaduKita MSMEs need to improve their marketing strategy. The purpose of this research is to identify appropriate and effective marketing strategy factors, based on analysis of internal and external environmental factors in increasing sales profits at the Madukita Store. The results of this research show that the internal factors that influence the marketing strategy of the main strength are that the products offered are very diverse. and the main weakness of the MaduKita business is the lack of promotion and also external factors that greatly influence the marketing of opportunities, namely using social media as a promotional tool, while increasingly large market price competition is a threat to the MaduKita business. As for the results of the analysis using the QSPM method, of the 5 alternative strategies available, there is one alternative that is prioritized to be applied to the MaduKita business, namely more intensive promotion through online and offline media with a TAS score of 5.73.
Keywords: honey, QSPM, SWOT
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