Analisis strategi pemasaran produk kerajinan sepatu pada UKM Galaksi, Desa Ciapus, Ciomas

Abstract

Bogor regency has been long renowned as a central industry producing shoes. One of the handicraft business shoes in Bogor regency is the UKM Galaxy. The main products generated by this handicraft business was women's shoes Ballet type with brand named Galaxy. Product proliferation shoes at this point become a challenge for this company. This research aims to (1) Analyse factors internal and external marketing strategy on UKM galaxies, (2)Formulate an alternative marketing strategies UKM galaxies, and (3)develop and recommend an appropriate marketing strategy to be applied by UKM Galaxy. The Data used in this research is the primary and secondary data. Analytical tools used in this research is AHP (Analitical Hierarchy Process). Based on the data processing method using AHP, a factor that is becoming a top priority in the preparation of the company's marketing strategy is price, and loyal customers. Preparation of corporate strategy is influenced by the actor that the leadership/marketing section, and the financial section. The goal of becoming a top priority is improving the company's revenue, and broadening market share. The main alternative to be implemented by the company is conducting a strategy by giving discounts, bonuses and a cheaper price to consumers.