ANALISIS SWOT DALAM PENENTUAN STRATEGI PEMASARAN BRIKET ARANG UKM JAVABARA DI KABUPATEN KARANGANYAR 2023
Keywords:
SWOT Analysis, Marketing Strategy, SME JavabaraAbstract
UKM Javabara is one of the processing products of charcoal briquettes from coconut shell as the main ingredient. Marketing is the main problem faced in product development, therefore marketing strategies can solve this problem. The analytical tool used as a support is implemented in the "SWOT" matrix to determine the marketing strategy for SME Javabara. These efforts can produce a "SWOT" analysis of the strengths of UKM Javabara in the form of a competent workforce, product assortment with a variety of shape dimensions and products that have high hardness resistance. Weaknesses are limited promotional channel facilities and low public knowledge about charcoal briquette products. Opportunities for rapid technological development, population growth in the surrounding area and as an alternative fuel. Threats of location proximity to competitors and price competition with competitors. So several marketing strategy efforts can be found, namely maintaining the quality of charcoal briquette products, increasing efforts to promote products through social media, websites, etc. and increasing public knowledge about charcoal briquette products through promotional activities, such as holding events, workshops or social campaigns.
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