Strategi Pemasaran Roti Tawar Pada Eva Cake & Bakery Di Kabupaten Gresik Skripsi

Wicaksono, Muhammad Agung (2021) Strategi Pemasaran Roti Tawar Pada Eva Cake & Bakery Di Kabupaten Gresik Skripsi. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

Empowering UMKM in the midst of globalization and high competition means that UMKM must be able to face global challenges, such as increasing product and service innovation, developing human resources and technology, and expanding the marketing area. This research aims to overcome marketing problems, which often become obstacles to business continuity, so it is necessary to formulate and determine the right marketing strategy, supported by the right facilities and policies, namely by analyzing the strategic management aspects of the internal and external environment that affect the business. Eva Bread marketing. The analysis method used is the SWOT matrix and the Boston Consulting Group (BCG) matrix. Based on the results of the SWOT matrix analysis, Eva Cake & Bakery is located in quadrant I, which is an aggressive strategy, where the company has the opportunity and strength that can be used, and the Boston Consulting Group (BCG) matrix analysis is in the position of "Star" or Star is a market high position low or high market share. So that what Eva Cake & Bakery can do in increasing the marketing of Eva Bread, (1) Maintaining cooperation with deliverymen and shops, for marketing Eva Bread and also surviving in a high market share. (2) Maintaining the productivity and quality of plain bread which is widely known in Gresik Regency. Keywords: Strategy, Marketing, White bread

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