Peningkatan Produktivitas Pemasaran UMKM Kopi Mentari Dengan Pendekatan Analisis SWOT Dan Marketing Mix
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Institusion
Universitas Katolik Musi Charitas
Author
., Livia
Subject
Q Science (General)
Datestamp
2019-05-02 06:46:27
Abstract :
Mentari Coffee SME?s are one of the SME?s that are engaged in processing coffee beans in Palembang. Based on the results of observations and interviews conducted, it is known that the applied marketing strategy is not optimal, causing low levels of marketing and benefits. Current marketing productivity is 1,1249. In formulating the right marketing strategy, SWOT analysis is used to identify the strengths, weaknesses, opportunities, and threats faced by SME?s. Then the SWOT matrix is used to produce an improvement strategy, which is then developed using the marketing mix (7P). The implementation of improvements included increasing the number of variants and types of products, making product logo stickers, providing varied prices, increasing the number of channel stores, advertising through Instagram, selling online through shopee, increasing service facilities, and adding workers. Marketing productivity after the improvement implementation was 1.1431. From these data, there is an increase in marketing productivity by 1,82%. The increase that occurs is not too significant because the input issued by SME?s is mostly variable costs so that when there is an increase in output it also increases input.
Mentari Coffee SME?s are one of the SME?s that are engaged in processing coffee beans in Palembang. Based on the results of observations and interviews conducted, it is known that the applied marketing strategy is not optimal, causing low levels of marketing and benefits. Current marketing productivity is 1,1249. In formulating the right marketing strategy, SWOT analysis is used to identify the strengths, weaknesses, opportunities, and threats faced by SME?s. Then the SWOT matrix is used to produce an improvement strategy, which is then developed using the marketing mix (7P). The implementation of improvements included increasing the number of variants and types of products, making product logo stickers, providing varied prices, increasing the number of channel stores, advertising through Instagram, selling online through shopee, increasing service facilities, and adding workers. Marketing productivity after the improvement implementation was 1.1431. From these data, there is an increase in marketing productivity by 1,82%. The increase that occurs is not too significant because the input issued by SME?s is mostly variable costs so that when there is an increase in output it also increases input.
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TI-2019-1512001-chapter1.pdf
TI-2019-1512001-chapter2.pdf
TI-2019-1512001-chapter3.pdf
TI-2019-1512001-chapter4.pdf
TI-2019-1512001-chapter5.pdf
TI-2019-1512001-conclusion.pdf
TI-2019-1512001-reference.pdf
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