| dc.description.abstract |
One of the problems that have frequently by any micro small and medium
enterprises in Indonesia is marketing, hence this study aims to find how the internal
(strengths and weaknesses) and external (opportunities and threats) factors,
marketing strategies for fish processing products are seen from the 4P and to know
out analysis of business profits a fish on micro small and medium enterprises Sari
Ulam Tegal City. Methods used in this research is qualitative and quantitative
through interviews with business owners. The data collected included the primary
and secondary data. The results showed that internal factors in terms of strength
used quality raw materials with a score of (0,80), while the product design
weaknesses are less attractive with a score of (0,80). External factors in terms of
opportunities micro smalll and medium enterprises Sari Ulam has good
relationships with business partners/reseller and has customer loyalty with a score
a (1,00), while the threat is high business competition with a score of (0,60). The
marketing strategy seen from the 4P of micro small and medium enterprises Sari
Ulam processed fish products is quality products, prices that are in accordance
with product quality, strategic production sites and promotions through social
media. Based on the business analysis, it is known that the profit value of the
processed fish product business in May 2022 is Rp. 89.817.625 , with an RCR value
of 2,16 which means that the business is feasible or very profitable. |
en_US |