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All Journal Journal Ilmiah Rinjani : Media Informasi Ilmiah Universitas Gunung Rinjani SOLID EKONOMIKA45 Tsaqofah: Jurnal Penelitian Guru Indonesia ALSYS : Jurnal Keislaman dan Ilmu Pendidikan Al-DYAS : Jurnal Inovasi dan Pengabdian kepada Masyarakat Jurnal Ilmu Administrasi Negara Darma Diksani: Jurnal Pengabdian Ilmu Pendidikan, Sosial, dan Humaniora
Andini, Dwi Tesna
Universitas Tekhnologi Mataram
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Journal : EKONOMIKA45

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Strategi Pemasaran UMKM: Studi Pada Umkm Tuwu Mori Kota Bima Dwi Tesna Andini; Selva Selva
EKONOMIKA45 :  Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan Vol. 11 No. 1 (2023): Desember : Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan
Publisher : Fakultas Ekonomi Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/ekonomika45.v11i1.1843

Abstract

The objective of this research is to identify marketing strategies that align with the strengths and weaknesses of SMEs (Tuwu Mori) in view of existing opportunities and threats. This research employs an exploratory research design. The research is conducted at Tuwu Mori SMEs in Bima City. Data analysis in this research involves three simultaneous activities: (1) data condensation; (2) data display; and (3) drawing conclusions/verification. The research results indicate that the main strengths of Tuwu Mori SMEs lie in unique, high-quality, and child-friendly products, as well as product variety. Meanwhile, the main weaknesses include suboptimal distribution channels, low utilization of online marketplaces, minimal business management capabilities, and unclear business identity. Key opportunity factors include government stimuli, ease of access to online business, and an open market share. On the other hand, the main threats hindering progress are numerous competitors and rapidly changing market preferences. The process of matching the strengths and weaknesses of the company with opportunities and threats leads to the creation of four recommended strategies: integration, branding, enhanced managerial capabilities, and optimization of digital marketing.
Co-Authors Hijriati , Sartika Imam, Sadrul Islami, Anggun Variasi M. Abdurrahman Sunni Okky Afriwan Sahrul, Sahrul Sartika Hijriati Selva Selva Selva