PERANCANGAN STRATEGI PEMASARAN UMKM PEMPEK QUEEN 189 DENGAN PENDEKATAN SWOT DAN METODE QUANTITATIVE STRATEGIC PLANNING MATRIX (QSPM)

Chandra, Ivan Christian (2022) PERANCANGAN STRATEGI PEMASARAN UMKM PEMPEK QUEEN 189 DENGAN PENDEKATAN SWOT DAN METODE QUANTITATIVE STRATEGIC PLANNING MATRIX (QSPM). Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

Pempek Queen 189 UMKM is one of the SMEs engaged in the food sector in Palembang. Based on the results of observations and interviews, the marketing of SMEs Pempek Queen 189 has not been maximized, causing low sales turnover. For sales of 2610 pcs of pempek, 166 servings of models/tekwan, 158 pcs of otak-otak in 1 month, the sales turnover is Rp. 12,415,000 marketing strategy formulation using the SWOT approach. The strategies generated from the SWOT matrix are online marketing strategies, strategies for adding product variations, strategies for maintaining taste and quality, and social media promotion strategies. Furthermore, analysis with QSPM is carried out to determine the best strategy. The strategy chosen is to increase product variety. After the implementation of the UMKM Pempek Queen 189, sales increased to 3550 pcs of pempek, 186 servings of models/tekwan, 180 pcs of otak-otak and there was an addition of celimpungan and laksan menus with sales of 135 pcs and 126 pcs. with a sales turnover of Rp. 17,028,500. From this data, there was an increase in sales at Pempek Queen 189 SMEs for pempek by 11.2%, Model/Tekwan by 11.2%, otak-otak by 11.3%, then there were the addition of new products, namely celimpungan and laksan. For turnover has increased by 13.7%. Keywords : Strategy, Marketing, SWOT, (QSPM), MSME

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