OPTIMALISASI STRATEGI PEMASARAN INDUSTRI KERUPUK PAK MUNCUL DI DESA PUNGGUL SIDOARJO GUNA MENINGKATKAN OMSET PENJUALAN

Abstract

This study aims to identify the internal and external factors of Pak Muncul's cracker industry based on a SWOT analysis in improving sales turnover and to determine the appropriate marketing strategies as a form of optimization to increase turnover in Pak Muncul's cracker industry. This study uses a qualitative approach with a case study type of research. A case study is an in-depth qualitative research approach used to investigate various groups of individuals, institutions, and so on over a certain period of time. The number of informants in this study was 12 people. This study uses in-depth interview methods, field observations, and data triangulation with SWOT analysis techniques. The results of this study indicate that Pak Muncul's cracker industry is in quadrant I. Quadrant I is a favorable position because it has both strengths and opportunities. The industry can take advantage of existing opportunities and adopt a strength-opportunity strategy by developing the company based on aggressive growth policies. The approach that should be applied in this position is a Growth Oriented Strategy. Expanding market reach, utilizing technology, and innovating products can be steps to further optimize the existing marketing strategy.