EKSISTENSI PENGRAJIN PARANG DI SUMBAWA : OPTIMALISASI PENGGUNAAN STRATEGI PEMASARAN

Abstract

Current Growth of Micro, Small and Medium Enterprises (MSMEs) in Indonesia
tend to increase and contribute significantly in
development. On the other hand, this has caused a degree of competition in the MSME sector as well
will increase. One of the MSMEs that still exists in Eastern Indonesia such as
One of the districts of Sumbawa is a machete craftsman. The purpose of this study is
1) Identifying internal and external factors faced by machete craftsmen
in the village of Batu Alang. 2) Formulate an alternative machete marketing strategy in
Batu Alang village obtained based on the results of the analysis. 3) Determine priorities
the right marketing strategy for machete craftsmen in Batu Alang Village
run his business. This research was conducted in Batu Alang Village, Moyo District
Hulu uses descriptive methods and data collection is done by technique
observation and survey. Determination of respondents is done by survey techniques. That result
obtained, on the IFE matrix, the average value of the IFE is 3.012 while the EFE matrix
amounted to 2,704. These results place machete craftsmen in the village of Batu Alang
in cell IV called the grow and build strategy. In this position, for
maintain its existence is possible to carry out intensive and strategy
integrative strategy.