Satyajaya, Wisnu and rangga, azhari and marniza, marniza and Irfan, Irfan (2017) STRATEGI PEMASARAN PRODUK TORTILLA JAGUNG (Studi Kasus UMKM Kelompok Wanita Tani Kemuning II Desa Marga Catur, Kalianda) The Marketing Strategy of Corn Tortilla Product. Journal of Food Life Science, 1 (1). pp. 11-20. ISSN 2550-021X

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Abstract

One of the corn products which able to increase its economic value is corn tortilla. The housewives joining the women farmer’s community take an initiative to develop the corn tortilla product. This activity has been done since 2013 by Kemuning II. However, the trouble comes due to they did the common strategy while the competition between MSME getting more strict. Therefore, it is required a precise marketing strategy to overcome such kind of this problem.This research intended to identify the strength, weaknesses, opportunity, threats, and to find the suitable marketing strategy of the corn tortilla product. This research used QSPM analysis which was resulted from matrix of IFE, EFE, IE and SWOT matrix. Based on the results, the study showed that the greatest strengths of the business belonging to Kemuning II WFC are: (1) raw materials were very abundant with a score of 0.258, (2) the main weaknesses was not having a promotion media with a score of 0,071, (3) the main opportunity was a guidance from the government with a score of 0.209, (4) and the main threat was the change of weather being unstable with a score of 0.133. The rating of IE matrix placed MSME at the cell position V, those were holding and maintaining strategies. The strategy prioritized for the business of Kemuning II was to improve the internal.(En) Penelitian ini menggunakan analisis QSPM yang dihasilkan dari matriks matriks IFE, EFE, IE dan SWOT. Berdasarkan hasil penelitian tersebut, penelitian menunjukkan bahwa kekuatan terbesar dari usaha Wereng Kemuning II adalah: (1) bahan baku sangat melimpah dengan skor 0,258, (2) kelemahan utama tidak memiliki media promosi dengan Skor 0,071, (3) kesempatan utama adalah panduan dari pemerintah dengan skor 0,209, (4) dan ancaman utamanya adalah perubahan cuaca menjadi tidak stabil dengan skor 0,193. Peringkat matriks IE menempatkan UMKM pada posisi sel V, yaitu strategi memegang dan mempertahankan. Strategi yang diprioritaskan untuk bisnis Kemuning II adalah memperbaiki sistem manajemen internal dengan meningkatkan motivasi kerja dan kegiatan promosi untuk memperluas wilayah pemasaran. Kata kunci: UMKM, tortilla, strategi pemasaran, SWOT

Item Type: Article
Subjects: Q Science > Q Science (General)
Divisions: Fakultas Pertanian (FP) > Prodi Teknologi Industri Pertanian
Depositing User: Wisnu Satyajaya
Date Deposited: 16 Nov 2017 04:50
Last Modified: 16 Nov 2017 04:50
URI: http://repository.lppm.unila.ac.id/id/eprint/5493

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