Strategi Pemasaran UMKM Ud. Pratama Elektronik Dengan Menggunakan Metode Analisis SWOT

Abstract

A marketing strategy is a comprehensive plan that outlines the company's projected results resulting from various marketing actions or initiatives, especially in relation to stimulating product demand in specific target markets. The development and implementation of a marketing strategy is a very important undertaking for organizations involved in the production of products or services, as it serves as a means of achieving a lasting competitive advantage.  Given the increasingly fierce competition faced by micro, small, and medium enterprises (MSMEs) in general, it has become imperative for these entities to have a robust marketing plan in order to compete effectively with their peers in the MSME sector.  Pratama Elektronik is one of the UD. electronics located at Jln. Pramuka, Karang Bayan, Kec Lingsar, Mataram City, West Nusa Tenggara Province which is located next to the owner's house. This research uses the SWOT analysis method. The type of research is descriptive qualitative, To obtain the necessary data, three methods are used, namely: observation, interview, and documentation methods. The purpose of UD. Pratama Elektronik in the Lingsar sub-district in addition to getting profit (profit) for the owner, UD. Pratama Elektronik also aims to meet consumer needs, in providing various electronic needs that are needed, providing good service to customers including warranty and technical assistance to customers, The conclusion of this study is to determine the marketing strategy or marketing activities carried out by UD. Pratama Eektronik uses SWOT analysis.