Strategi Pemasaran Tahu Tuna di Kabupaten Pacitan

Abstract

: This study aims to identify the strengths, weaknesses, opportunities, and threats, formulating alternative marketing strategies, and deciding the priority strategies that can be applied in agroindustries of tuna tofu in the Pacitan Regency. The basic method used in this research is descriptive analytic. Data analysis has been used is Internal External (IE) matrix, Strenght, Weakness, Opportunity and Threat (SWOT) matrix, and Quantitative Strategic Planning (QSP) matrix. The results showed that marketing of tuna tofu in agroindustries have the greatest power in the resulting product has a good quality, , the greatest weaknesses is not maximized of promotion in agroindustries, whereas the biggest opportunity is the increased demand in certain seasons, and the biggest threat is the fluctuation of raw material price. Some alternative strategies from this study are take advantage of the holiday season, cultural events , and various visits in a government agency with the cooperation between tuna tofu agroindustries to meet market demand, the provision of facilities from government to increase sales tuna tofu especially in tourist area, diversifying products and packaging, improve marketing management related workforce marketing professionals to help increase sales and market expansion, to maintain product quality and improve services to consumers, performing pricing strategies to maintain consumer loyalty, expansion of product marketing through online media to increase profitability of agroindustries, and agroindustries should update the concept of sales to attract interest consumer. The priority strategy that can be applied in tuna tofu agroindustries related workforce marketing professionals to help increase sales and market expansion