PERUMUSAN STRATEGI PEMASARAN USAHA KECIL SEPATU KULIT DI KOTA PADANG

Putri, Syahmina Atirah Bangun (2024) PERUMUSAN STRATEGI PEMASARAN USAHA KECIL SEPATU KULIT DI KOTA PADANG. Diploma thesis, Universitasa Andalas.

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Abstract

The leather shoe craftsman business in Padang City is one of the industrial sectors that has superior commodities. However, challenges in marketing have led to a decline in sales and consumer appeal for businesses in this field. Along with the development of the digitalization era, people now tend to fulfill their needs via the internet, considering the convenience and minimal limitations in terms of time and place. Unfortunately, most leather shoe craftsman businesses in Padang City have not fully utilized the potential of technology to improve their marketing strategies. Therefore, this research aims to identify internal factors, including strengths and weaknesses, as well as external factors, consisting of opportunities and threats, which influence the marketing mix. This marketing mix includes aspects of product, price, promotion, distribution, people, processes, and physical evidence in the leather shoe craftsman business. This identification is carried out using the Fuzzy-SWOT method to determine the company's position in the graph. Strategy formulation is carried out based on the Fuzzy Internal Factor (FIF) and Fuzzy External Factor (FEF) values which are found at the pessimistic, probable and optimistic points. Based on the results of data processing, the value obtained at these points is 0,009; 1,581; & 2,783; and 0,780; 2,534; & 3,787. The three condition values in the graph are located in quadrant I which means that the conditions of the three business actors lie in growth. Based on the position of this quadrant, the marketing strategy formulation focuses on Strengths-Opportunities (SO), which stand out in the strengths of business actors who are able to produce quality products and according to consumer demand at appropriate prices and opportunities that can be exploited, namely the opening of a wide domestic market. The type of strategy that can be implemented by business actors is the intensive strategy type which consists of expanding the marketing area, maintaining and improving service quality, and providing facilities in stores.

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