PERUMUSAN STRATEGI PEMASARAN USAHA KECIL MENENGAH DENGAN PENDEKATAN SWOT ANALISIS UNTUK MENINGKATKAN PEMASARAN ( Study Kasus UD Ryan Colection )

Abstract

 

The developing of SMEs can be big contribution for local development and
poverty alleviation by decreasing unemployment people empowering. While the
problems in UD Riyaan Collection is how to mapping market segmentation and
positioning toward competitor, as well as how formulating precisely strategy to
improving sales marketing. By using developing strategy SWOT analysis that
could be done by bag artisans of UD Riyaan Collection by utilizing Training
and Expo that facilitated by the government, try to develop bag marketing areas
outside of Sidoarjo, sell bag product outside Sidoarjo, engage partnership with
universities party, do market survey and following consumer’s taste, search for
and join relationship to potential suppliers, always try to improving product
weakness and increase production efficiency and effectiveness. The joining
SWOT method with SPACE matrix resulting in aggressive method, method that
run that are : follow the government programs related to SMEs development,
such as : design training and human resource management, show exhibition
with steps as follow: get cooperate with other institutions, get relationship with
potential market suppliers, apply effective and efficient work ways in order to
create high productivity, and try to marketing product outside of Sidoarjo area.
Keywords : Strategy, positioning, marketing, sales, weight.