Analisis SWOT dalam Menentukan Strategi Pemasaran Produk UMKM Opak Kolontong

Authors

  • Ade Ponirah UIN Sunan Gunung Djati Bandung
  • Resna Yuliana Program Studi Manajemen, STIE Pasundan
  • Ade Iskandar Nasution Program Studi Perbankan Syariah, Universitas Ma’soem

DOI:

https://doi.org/10.15575/jieb.v1i2.15586

Keywords:

Management, Strategy, UMKM, Opak Kolontong

Abstract

Management strategy as an art and science to formulate, implement, and evaluate organizational decisions to achive its goals. The marketing strategy that has been implemented by the UMKM Opak Kolontong in Bojongkunci Village still uses a traditional system that is by supplying to the center for souvenirs in Bandung. This product has the power that is not fast stale without using preservatives. This product olso has a disadvantage of not having a store and less attractive roughness. The opportunity for this product is to do promotions using instagram and flavor. The threat of this product is the low sales level.

References

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Kotler, P. 2000. Marketing Management: An Asian Prespective. Prentice Hall, Edisi Milenium

Murniati, AR. 2008. Manajemen Strategik: Peran Kepala Sekolah dalam Pemberdayaan. Bandung: Cipta Pustaka

Rangkuti, Freddy. 2008. Analisis SWOT Teknik Membedah Kasus Bisnis Reorientasi Konsep Perencanaan Strategis untuk Menghadapi Abad 21. Jakarta: Gramedia Pustaka

Sutojo, Siswanto dan F. Kleinsteuber. 2002. Strategi Manajemen Pemasaran cetakan pertama. Jakarta: Damar Mulia Pustaka

Swastha, Basu dan D. H. Irawan. 2001. Manajemen Pemasaran Modern Edisi Kedua. Yogyakarta: BPLM-YPKN

Taufiq, M Amir. 2011. Manajemen Strategik Konsep dan Aplikasi. Jakarta: PT Raja Grafindo

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Published

2021-12-15

Issue

Vol. 1 No. 2 (2021): Journal of Islamic Economics and Business

Section

Articles

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