Determination of A Marketing Strategy to Develop Shrimp Crackers Msmes Using the SWOT Method

Mila Hariani

Authors

Mila Hariani

Keywords:

SWOT, marketing strategy, MSMEs, shrimp crackers, product quality, marketing area, business development

Abstract

Shrimp crackers are one of the commodities that have the potential to be developed better in the future. The city of Sidoarjo has an image as a famous producer of shrimp crackers in Indonesia. This cracker industry needs to be better observed and developed where one form of analysis that can review the condition of this industry is through analysis of marketing strategies and development of MSMEs through the SWOT method. The place of research is at MSME Shrimp Crackers, Tsih Village, Tulangan District, Sidoarjo Regency. Data analysis of this research is descriptive analysis. Based on the results and discussion, it is found that the right strategic planning in business development, which can be done consists of relying on product advantages such as always making innovations in packaging, taste and health quality and maintaining the best possible service to consumers and maintaining good quality so that the product remains in demand. consumer. In addition, it also expands the marketing area by cooperating with many shrimp cracker sellers in the Sidoarjo area. Another strategy is to use more modern tools to support the production process and to innovate products and packaging so that consumers are more interested. There are efforts to find business partners to expand the business and consider developing channels to superstores, where to cooperate with supermarkets and expand networks in markets outside the region. There is certainty about product quality and effective pricing. Promotional activities must be effective and on target and develop a more attractive packaging appearance.

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