Analisis Strategi Pemasaran Produk Roti Ganep’s dengan Metode SWOT dan QSPM pada Masa Pandemi COVID-19

The increasing number of food industries, especially bread, creates marketing competition, this is supported by the development of technology towards a free competitive market. During the COVID-19 pandemic, many industries were unable to deal with this condition. Limited access to distribution hampers product marketing, so an analysis of Ganep's product marketing strategy is needed in order to produce the most effective strategy to implement. The purpose of this study was to determine the appropriate alternative strategies and strategic priorities for marketing Ganep's bread products. The basic method used is descriptive analytical method with purposive. Key informants used in this study were selected purposively and snowball. The analysis used is (1) IFE and EFE Matrix (2) SWOT Diagram and SWOT Matrix (3) QSP Matrix. The results of the study show that there are 4 alternative strategies generated from the SWOT matrix. The strategic priority for Ganep's product marketing is to maintain the quality of existing products and add innovation and variety to the products marketed with a STAS value of 7,761. Suggestions that can be given are to increase the innovation of Ganep's products and expand cooperation with various UMKM in Solo-Raya to increase product variety, developing existing products that are adapted to today's tastes, such as small buns with strawberry, matcha, chocolate, and other toppings.