PENGEMBANGAN PEMASARAN BELUT GORENG DENGAN ANALISIS SWOT di Industri Belut Goreng Paguyuban Harapan Mulia Godean, Sleman, D.I.Y

• Main Authors: , DWI CAHYO RAKHMAWAN, , Ir. Suharno, M.Eng. M.Eng,Sc.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2014
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/131806/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=72311
• Institution: Universitas Gadjah Mada

Paguyuban Harapan Mulia was a forum for fried eel industry which market fried eel at Godean Eels Culinary Center. Formulation of the problem encountered was the lack of planning marketing strategies fried eel. Therefore, this study aimed to identify the internal factors (strengths and weaknesses) and external factors (opportunities and threats) facing fried eel industry and formulate alternative marketing strategies for industrial of fried eel with SWOT analysis. The research method used a SWOT analysis (Strengths Weaknesses Opportunities Threats) and QSPM (Quantitative Strategic Planning Matrix). This study begins by identifying internal factors (strengths and weaknesses) and external factors (opportunities and threats). Then conducting the assessment and rating on the weight of each variable internal factors and external factors. This assessment was obtained from questionnaires to fried eel producers in Paguyuban Harapan Mulia. The results of this assessment was then performed a SWOT analysis as a basis for designing a product marketing strategy of fried eel product. QSPM method for prioritizing alternative marketing strategies generated. The results showed that the resulting marketing strategy priority was to review the appropriateness of the price and quality of products, improving both the image and function of the products as typical souvenirs from Godean, developing local cultivation of raw eel, utilizing outlets strategic location to attract potential customers, promoting excellence products, improving management system and financial, improving quality and packaging of products, increasing promotion globally through the internet, and improving the quality of human resources.