Prospek Pemasaran dan Strategi Pengembangan Lembaga Keuangan Mikro Swamitra Mina di Kabupaten Cirebon

Abstract

The research aimed to study performance of PEMP (Pemberdayaan Masyarakat Ekonomi Pesisir). Both two models LKM (Lembaga Keuangan Mikro) and non LKM have been evaluated in marketing aspect, expansion strategy, institutional and perception of KMP (Kelompok Masyarakat Pesisir), and impact of program to the level of earnings of coastal area communities. Objectives at research including : (1) to study marketing system of LKM Swamitra Mina to know from KMP of how far they can exploit available product or facilities; (2) to identify external factor (Opportunities and Threats) and internal factor (Strengths and Weaknesses) that can influence business of LKM Swamitra Mina; (3) to formulate strategy of LKM Swamitra Mina to expand their business.. The analysis method of this study are 1) the descriptive method was used in collecting the data of LKM Swamitra Mina profile and DKP (Departemen Kelautan dan Perikanan); they are market prospect, financial statement, volume of trading, earnings and cost, 2) Analysis of SWOT (Strengths, Weaknesses, Opportunities and Threats) and Internal – External (IE) matrix, 3) visualization data in the radar and bar chart. The result of institutional analysis on LKM and non LKM showed that the management on LKM was run professionally compared to non-LKM. The standpoint of increasing the economy of coastal society on LKM is through bankable finance institution. On the other hand non-LKM is treated as grant; the status of LKM is a cooperation since 2004 while non-LKM is society-built. Based on the SWOT analysis, LKM Swamitra Mina is prospective and potencial micro finance institution in Kabupeten Cirebon. The most appropriate strategy is focus on marketing strategy through socialization and create any programs to help customer.