Perancangan Strategi Pemasaran Pada Umkm Parama Dengan Menggunakan Analisis Swot Dan Qspm

Muhammad Anang Ma’ruf, Budi Praptono, Maria Dellarosawati Idawicaksakti

Abstract

Abstrak Parama adalah UMKM di daerah kota Purwodadi, kabupaten Grobogan, Jawa Tengah bergerak pada bidang usaha jasa fotokopi. Parama menganalisis hasil pendapatan dari penjualan selama bulan April 2017 sampai bulan Januari 2018, dengan hasil pendapatan hanya pada bulan November yang memenuhi target. Berdasarkan keberhasilan bulan November memanfaatkan strategi pemasaran B2B di bulan November 2017, maka Parama perlu memperbaiki kesalahan pada bulan-bulan selanjutnya agar hasil pendapatannya dapat memenuhi target pendapatan. Parama merancang strategi pemasaran berdasarkan faktor-faktor strategis yaitu peluang perusahaan, kekuatan perusahaan, kelemahan perusahaan dan ancaman perusahaan. Analisis SWOT merupakan salah satu metodologi perumusan strategi pemasaran berdasarkan faktor-faktor strategis perusahaan. Data dan informasi penelitian terdiri dari data primer dan data sekunder, dan alat analisis yang digunakan adalah matrik EFE (External Factor Evaluation), matrik IFE (Internal Factor Evaluation), matrik IE (Internal-External), matrik SWOT (Strengths, Weaknesses, Opportunities, and Threats) dan QSPM (Quantitative Strategic Planning Matrix). Berdasarkan hasil QSPM dari lima alternatif strategi hasil matrik SWOT terdapat salah satu alternatif strategi yang diprioritaskan yaitu mengembangkan penjualan produk lain seperti cetak print secara online dengan skor TAS sebesar 5,458.

Kata Kunci : Strategi Pemasaran, EFE, IFE, SWOT, IE, QSPM.

Abstract Parama is a SME in Purwodadi city, Grobogan district, Central Java that engaged in the photocopy services business. Parama analyzed the revenue from sales during April 2017 up to January 2018, with the result that it was only November's income that occupy its monthly revenue targets. Based on the November success of utilizing B2B's marketing strategy in November 2017, Parama needs to fix the errors in the next month to avoid any return on revenue that does not occupy the monthly revenue targets. Parama devised a marketing strategy based on strategic factors namely corporate opportunity, corporate strength, corporate weakness and corporate threats. SWOT analysis is one methodology of marketing strategy formulation based on strategic factors of company. The research data and information consist of primary and secondary data, and analysis tools used are EFE (External Factor Evaluation) matrix, IFE (Internal Factor Evaluation) matrix, IE (Internal-External) matrix, SWOT (Strengths, Weaknesses, Opportunities , and Threats) and QSPM (Quantitative Strategic Planning Matrix). Based on the results of QSPM from the five alternative SWOT matrix strategy results there is one of the prioritized strategy alternative that is utilizing technology by developing sales of other products such as online printing with a TAS score of 5,458. . Keywords: Marketing Strategy, EFE, IFE, SWOT, IE, QSPM

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