ANALISIS BAURAN PEMASARAN PADA USAHA PIA APEL “SHYIF” DI UMKM PERMATA AGRO MANDIRI KOTA BATU
| Main Author: | Lesmana, Putri Nada |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/51119/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/51119/2/BAB%20I.pdf http://eprints.umm.ac.id/51119/3/BAB%20II.pdf http://eprints.umm.ac.id/51119/4/BAB%20III.pdf http://eprints.umm.ac.id/51119/5/BAB%20IV.pdf http://eprints.umm.ac.id/51119/6/BAB%20V.pdf http://eprints.umm.ac.id/51119/7/BAB%20VI.pdf http://eprints.umm.ac.id/51119/8/LAMPIRAN.pdf http://eprints.umm.ac.id/51119/ |
Daftar Isi:
- UMKM Permata Agro Mandiri requires the concept of the exact marketing mix to maintain and enhance apple pia products. The marketing management that used must able to manage available resources to run effectively and efficiently. The aim of this research is to restraint the internal and external environmental conditions of Permata Agro Mandiri UMKM and to analyse the marketing strategies applied. This research used descriptive research with qualitative and quantitative approaches. The research method used the SWOT analysis method. The result of this research is Permata Agro Mandiri UMKM has the opportunity and strength in apple pia products to take advantage of existing occasions. The value obtained from the SWOT diagram analysis produces an x-axis value for internal factors of 1.40 and a y-axis value for external factors of 1.84 so that the location and position of the UMKM Permata Agro Mandiri marketing strategy in quadrant 1. The conclusions of the research at UMKM Permata Agro Mandiri is there are internal conditions on the strength indicators i.e. taste, variant, packaging, capacity, price, strategic location, and service. On the indicator of weakness there are promotional strategies, marketing, product damage, and resilience. External conditions on the occasion indicators are promotion media, technological expansions, government programs, similar companies, raw material suppliers, processed product centres and tourism cities. The threat indicators are inflation, government regulations, and substitute products. The precise marketing strategy used by the company is an aggressive marketing strategy.