Strategi Pemasaran Metode SWOT UKM Pempek Lala Palembang

Abstract

This research aims to find out the Marketing Strategy Using the SWOT Method in UKM Pempek Lala Palembang. This research is qualitative descriptive research. The results of the research on external environmental factors using the EFE matrix show that the position of UKM Pempek Lala Palembang is quite good. UKM Pempek Lala Palembang in internal environmental analysis with IFE matrix can take advantage of strengths in overcoming internal weaknesses. a) The strategy of using strengths to take advantage of existing opportunities. b). Strategies for overcoming weaknesses by taking advantage of existing opportunities. c). The strategy for reducing the impact of threats with strength. d) Strategies to reduce threats and weaknesses, namely, increasing product prices gradually, improving services to consumers, and conducting more effective employee training.