Using SWOT Analysis to Determine Marketing Strategies to Increase Sales and Develop Meatball Culinary MSME Businesses

Abstract

Meatballs are a food that is much sought after by Indonesian people, especially the people of Situbondo Regency. In Situbondo Regency, there are many business people who sell meatballs. One of them is Mr. Jumari's Meatball Business P. Kardi which is located in Curah Jeru Village, Panji District, Situbondo Regency. However, there are still many business actors who still have various obstacles in marketing their products. Such as not having the right marketing strategy, not carrying out promotions or even not taking into account raw material costs and labor costs in determining the selling price. Therefore, this research uses a SWOT analysis approach to determine marketing strategies to increase sales and develop the business. Based on the IFAS and EFAS calculations that have been carried out, it can be concluded that P. Kardi's Meatball Business is at 0.7892; 0.5822. So from these calculations it can be concluded that Mr. Jumari's P. Kardi Meatball Business is in quadrant I position, this position shows a very favorable situation for Mr. Jumari's P. Kardi Meatball Business to carry out aggressive or growth strategies. The results of the SWOT analysis produce several alternative strategies that companies can choose, namely: 1) Improving product quality so that they can attract more consumers and increase consumer satisfaction and loyalty, 2) Creating products with new shapes and tastes, 3) Utilizing social media to carry out promotions and advertisements, 4) Establish good cooperation with regular meat sellers and meat grinders, 5) Expand marketing locations so that consumers who want to eat on site can enjoy their food deliciously.