ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulSTRATEGI PEMASARAN PRODUK OLAHAN SAMBAL DUO PADA UD. HJ. MBOK SRI DI KOTA PALU |
| Nama: ARMAN |
| Tahun: 2023 |
| Abstrak ABSTRACT This research aims to understand the marketing strategy for processed duo fish sambal products at UD. Hj. Mbok Sri in Palu. The study conducted purposively at UD. Hj. Mbok Sri. The research took place from March to April 2023. There were 6 respondents in this study, including 1 respondent from Departement of Industry and trade, 2 respondents were the consumers of UD.Hj. Mbok Sri and 3 respondents from UD. Hj. Mbok Sri itself. The data analysis tool used to achieved the research objectives was marketing strategy, specifically SWOT analysis (Strengths, Weaknesses, opportunities, threats). Swot analysis was employed to formulate a strategy for business development. This analysis identified internal and external factors for UD. Hj. Mbok Sri, focusing on strengths and weaknesses internally, and opportunities and threats externally. The research findings at UD. Hj. Mbok Sri revealed that price fluctuations occurred due to the availability of the main raw material (Duo Fish) and auxiliary material whose prices varied, as well as changing consumer demand. Then recommended strategy to address price fluctuations is the SO strategy, indicating that the conditions are suitable for enhancing the marketing of duo fish sambal at UD. Hj. Mbok Sri, specifically tthrough the S-O strategy. The company was in a dynamic growth phase according to the S-O strategy, where the combined value of strengths and opportunities was greater than weaknesses and threats. Keywords: Marketing Strategy, SWOT, Duo Fish Sambal. |