Analisis Strategi Pemasaran Menggunakan Analisis SWOT Pada UMKM Gula Sawit Pak Agus Binaan PT. PHR

Abstract

MSMEs have an important role in the Indonesian economy, especially in increasing labor absorption and supporting local economic development. One of the potential MSMEs is Pak Agus Palm Sugar UMKM, which produces palm sugar as a local product with economic and cultural value. However, in facing increasingly tight market competition, appropriate marketing strategies are needed to increase competitiveness. This research aims to analyze the marketing strategy of Pak Agus Palm Sugar UMKM using SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). The results of the SWOT analysis are used to identify strengths, weaknesses, opportunities and threats that affect the business, and formulate appropriate strategies. This research method uses a qualitative approach with case studies. Data was collected through interviews, observation and documentation studies. The research results show that the strength of this MSME lies in the quality of its organic products, while its weakness is the limited distribution and digital marketing. Market opportunities are opening up with increasing public awareness of organic products, but threats come from price competition with substitute products such as refined sugar.

Keywords : Marketing Strategy, SWOT Analysis