Detail Analysis Of Marketing Strategy In Small And Medium Enterprises (Smes) Wallet On Using Swot Analysis (A Case Study On Sme Products Bags & Wallets Located At Wisma Kartini No. 56, Jl. Access Ui Kelapa Dua, Cimanggis West Java)   Oleh:  Dassaad ; Mulatsih Jenis: Article from Proceeding Dalam koleksi: Proceeding IConEnt 2016 (International Conference on Entrepreneurship) : How Innovation could Improve the Performance and Productivity in Entrepreneurship?, page 207-211. Topik: Analysis of Marketing Strategy; SWOT Analysis. Fulltext: Dassaad, Mulatsih.pdf (194.67KB) Isi artikel The aim of this study was to analyze the marketing strategy of SMEs purses and wallets (The Brieftasche Company) which is located at the UI access coconut Two No. 56, Cimanggis, West Java, where the SME is one of the SMEs are still underdeveloped. The method used in this research is qualitative descriptive analysis by using SWOT and Marketing Mix analysis. Methods of data collection is done directly with the field observations and interviews with SME owners. The results are seen in terms of Strength (S) product of these SMEs have unique shapes and trendy, has a superior quality and a strong character and an affordable price for the community. In terms of Weakness (W) is the price of raw materials to make these products is uncertain, take a long time to make the product the bag and motifs that are easy to imitate, while in terms Opportunities (O) or the opportunities of this product is the community prefers because it is practical and modern and strategic sales locations. The Threats (T) of this effort is the number of competitors who sell similar products and tastes of the consumer is erratic. Marketing mix in this research are products have a good quality, price can be competitive, have many place to distribution products strategies where customers can buy this products with simply and promotion for this products still have using a traditional system and we called using Direct Selling Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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