Transformasi Penjualan Produk Melalui Strategi Pemasaran Berbasis SWOT Pada UMKM Ayulala Bakery Kota Palu
DOI:
https://doi.org/10.31851/jmwe.v22i1.17527Abstract
ABSTRAK
Penelitian ini bertujuan untuk mengeksplorasi penerapan strategi pemasaran berdasarkan analisis SWOT untuk mentransformasikan penjualan produk di Ayulala Bakery secara signifikan dan mempertahankan eksistensinya di tengah persaingan yang semakin ketat. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan menggunakan observasi, wawancara, dan dokumentasi untuk pengumpulan data. Wawancara dilakukan langsung dengan pemilik Ayulala Bakery sebagai sumber informasi utama. Hasil penelitian menunjukkan bahwa Ayulala Bakery berada pada posisi Kuadran II analisis SWOT, dengan kekuatan internal yang relatif tinggi namun ancaman eksternal yang signifikan. Disarankan agar Ayulala Bakery melakukan strategi diversifikasi untuk memperluas pangsa pasar dengan memanfaatkan peluang seperti pengembangan produk, memperluas saluran pemasaran melalui platform digital, penghematan bahan baku untuk mengatasi inflasi, dan memperkenalkan produk yang berorientasi pada tren konsumen. Strategi-strategi tersebut diharapkan dapat mendorong transformasi penjualan produk dan mempertahankan posisi pasar yang kompetitif.
Kata Kunci: Strategi Pemasaran, Analisis SWOT,UMKM.
ABSTRACT
This study aims to explore the implementation of a marketing strategy based on SWOT analysis to significantly transform product sales at Ayulala Bakery and maintain its existence amidst increasing competition. The research employs a descriptive qualitative approach, utilizing observation, interviews, and documentation for data collection. Interviews were conducted directly with the owner of Ayulala Bakery as the primary source of information. The results indicate that Ayulala Bakery is positioned in Quadrant II of the SWOT analysis, with relatively high internal strengths but significant external threats. It is recommended that Ayulala Bakery adopt a diversification strategy to expand market share by leveraging opportunities such as product development, expanding marketing channels through digital platforms, saving raw materials to address inflation, and introducing consumer trend-oriented products. These strategies are expected to drive product sales transformation and maintain competitive market positioning.
Keywords : Marketing Strategy, SWOT Analysis, MSEMs.
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