Perancangan Strategi Pemasaran UMKM Jajanan dan Minuman Almahyra dengan Pendekatan SWOT dan Metode Quantitative Strategic Planning Matrix (QSPM)

Livinus, Vincentsius Steven (2021) Perancangan Strategi Pemasaran UMKM Jajanan dan Minuman Almahyra dengan Pendekatan SWOT dan Metode Quantitative Strategic Planning Matrix (QSPM). Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

Jajanan dan Minuman Almahyra SMEs is one of the SMEs engaged in the food sector by selling various kinds of menus such as meatballs, stir-fried noodles, fried rice, and kwetiau in Palembang. Based on the results of observations and interviews, Jajanan dan Minuman Almahyra marketing of SMEs for has not been maximized, causing low sales turnover. Sales of 236 portions of meatballs, 342 portions of stir-fried noodles, 91 portions of fried rice and 79 portions of kwetiau in 14 days with a current sales turnover of Rp. 16.156.000. The formulation of marketing strategies is carried out using a SWOT approach to identify strengths, weaknesses, opportunities and threats. Then the SWOT matrix produces a marketing strategy that will be analyzed using the QSPM method. The strategies generated from the SWOT matrix include the strategy of making price packages with cheaper food package options, strategies for adding workers, strategies for maintaining taste, variety, and quality of products, media promotion strategies with advertising through Instagram. Furthermore, QSPM analysis produces the best strategy chosen by consumers. The chosen strategy is the promotional media strategy through Instagram so that Jajanan dan Minuman Almahyra MSMEs s can be known by many people. After the implementation of the improvements, product sales increased to 245 portions of meatballs, 367 portions of stir-fried noodles, 107 portions of fried rice and 95 portions of kwetiau with a sales turnover of Rp. 17.519.000. From these data, there was an increase in sales of meatballs by 3.8%, stir-fried noodles by 7.3%, fried rice by 17.5%, and kwetiau by 20.2% and an increase in sales turnover of 8.4%. Keywords : Marketing Strategy, Strenght, Weakness, Oppotunities, and Threats (SWOT), Quantitative Strategic Planning Matrix (QSPM) Method

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