The SWOT Analysis and Marketing Strategies of Getuk Yoko Kurung, Ceper, Klaten

• Main Authors: , ELINDA YOGA TAMA, , Nur Endah Nugraheni, S.S, M.A.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2013
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/121477/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=61565
• Institution: Universitas Gadjah Mada

This graduating paper aims to give brief information about Getuk Yoko Kurung as a culinary home industry. Furthermore, this graduating paper describes Getuk Yoko which is creating new innovation product. Then, it discusses the problems of Getuk Yoko Kurung, either internal or external problem by using SWOT analysis and its marketing strategies to attract the customers. The methods of collecting data are library research and field study. In the library research, the writer studies several books, magazine, and materials from the internet which are related to the object of the research. For field study, the writer interviews the owner, organizer, sales, maker, and some customers of Getuk Yoko. In conclusion, Getuk Yoko Kurung has strengths, weaknesses, opportunity, and threats based on the SWOT analysis. SWOT analysis is used to help identify the development of Getuk Yoko culinary business so that the owner is able to decide how to market his product.