ANALISIS STRATEGI PEMASARAN KERIPIK TEMPE DI KOTA MALANG (Studi Kasus: HOME INDUSTRI SARI RASA)

Abstract

Abstract

Home Industry Tempe Sari Rasa Chips in Sanan Village has opportunities and  potential to be developed considering natural resources, human resources, and has market opportunities. The purpose of this study is (1) to determine the internal factors and external factors of  the development of the Tempe Sari Rasa Chips Home Industry in Sanan Village, (2) to find out the right development strategy  in the Tempe Sari Rasa Chips Home Industry in Sanan Village. The data collection method uses questionnaires, interviews, and documentation. The sample amounted to 80 respondents, data was collected and analyzed using IFAS matrix, EFAS matrix, SWOT matrix diagram, and SWOT matrix. Through the SWOT matrix diagram, the marketing strategy of the tempeh chips flavored home industry is  in quadrant I, where the meeting of internal factors (strengths-weaknesses) with external factors (opportunities-threats) is at coordinates (2.34: 1.55), then the recommended strategy Home Industry Sari Rasa Kechips Tempeh is a policy of aggressive strategy (growth oriented strategy) that is a strategy (S-O) strategy that uses all available strengths to take advantage of all opportunities.

Keywords: Strategy, Marketing, Chips, Tempe, Sanan