STRATEGI PEMASARAN OPAK KETAN

Abstract

Opak sticky rice is one of the traditional foods. There are two types of sticky rice opak produced, namely sticky rice opak which is generally round in shape made of and sickle opak . This study aims to 1) identify the internal environmental conditions (Strength and Weaknesses) and external (Opportunities and Threats), 2) Formulate a marketing strategy for sticky rice opak in Mrs. Eliyah agroindustry in Sukajadi Village, Cisayong District, Tasikmalaya Regency. The research method used is a case study on Mrs. Eliyah agroindustry in Sukajadi Village, Cisayong District, Tasikmalaya Regency. The sampling used in this study was carried out by Purposive Sampling. The analysis used in SWOT and QSPM. The results showed that 1) based on internal and external factors, the marketing strategy of sticky rice opak in Mrs. Eliyah in agroindustry include the availability of capital, durable products, affordable price, good product quality, strategic location and product variations. Meanwhile, the weaknesses are limited human resources, simple packaging, lack of promotion,. Opportunities that include having regular customers, the availability of good facilities. The threats are fluctuation in demand, weather and climate, competition with other products, increases in raw materials and production costs. 2) the alternative marketing strategy recommended for agroindustry Mrs. Eliyah maintains product quality, product variety and utilize information technology to further expand marketing and make it easier to market at online such as Shopee, Tokopedia and others