Penerapan Analisis SWOT pada UMKM Uena Bekasi Sebagai Strategi Pemasaran
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Abstract
This research was conducted to understand the application of SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) which can be used as a marketing strategy by MSME Uena Bekasi, a small and medium enterprise that focuses on the production and sale of regional specialties. This research uses a qualitative descriptive method and collects data through observation and literature analysis. Showing the results of the analysis that Uena Bekasi MSMEs have strengths in high product quality and competitive prices, but face weaknesses in terms of promotion and brand awareness. Opportunities that can be exploited include increased local market demand and potential expansion into digital markets. The threats identified are competition with similar products and changes in food trends. Based on this SWOT analysis, several marketing strategies were prepared which are expected to increase the competitiveness of Uena Bekasi MSMEs in the market. This strategy includes improving management quality, optimizing digital marketing and product diversification. It is hoped that this research will provide insight for other MSMEs in developing effective and sustainable marketing strategies.
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References
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