OPTIMALISASI STRATEGI PEMASARAN PADA UMKM: STUDI KASUS PIZZA PUTRA BUNGSU
Article Sidebar
Qualitative,
MSME,
Internal,
External
Main Article Content
Abstract
This study aims to formulate an effective marketing strategy for Pizza Putra Bungsu, a micro, small, and medium-sized enterprise (MSME) in the culinary sector, to enhance its operational sales. Using a qualitative approach, the study analyzes the internal and external conditions of the business through SWOT analysis, PESTEL analysis, and Porter’s Five Forces analysis. The findings indicate that Pizza Putra Bungsu's main strengths lie in product innovation and the quality of raw materials, while weaknesses include suboptimal marketing strategies. This research recommends strategic actions such as leveraging digital marketing, strengthening partnerships with local suppliers, and continuous product innovation to enhance competitiveness and sustainability in an increasingly competitive market.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
(2014). In Sugiyono, Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif Dan R&D (p. 15). Bandung: Alfabeta.
David, F. R. (2011). Management. In R. D. Fred, Strategic Management Manajemen Strategi Konsep (p. Edisi 12). Jakarta: Salemba Empat.
Malkab, M. (2021). PENTINGNYA ROOT CAUSE ANALYSIS DALAM PENINGKATAN MUTU SEKOLAH. Palu: Bpmp Sulawesi Tengah.
Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif dan R&D. Dalam Abd. Hadi, Asrori, & Rusman, Penelitian Kualitatif Studi Fenomenologi, Case Study, Grounded Theory, Etnografi, Biografu (hal. 15). Bandung: CV Pena Persada Redaksi.
Yanti, K. W., & Trisnadewi, N. A. (2024). Implementasi Konsep Pemasaran Sistem Informasi Akuntansi Berbasis E–Commerce dan Tunai Pada Toko Girl Fashion Singaraja. Innovative: Journal Of Social Science Research, 2405-2410.
Miharjo, Gatot (2020) PENERAPAN METODE LABA KOTOR UNTUK MENYUSUN LAPORAN KINERJA PADA PEDAGANG MIKRO DI KECAMATAN MENTENG. (Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta).
Dari http://repository.stei.ac.id/id/eprint/3156
Chotimah, Chusnul (2017) ANALISIS IMPLEMENTASI MANAJEMEN STRATEGI DALAM MENINGKATKAN KUALITAS LEMBAGA PENDIDIKAN (STUDI KASUS DI MAN 1 PATI). (Masters thesis, STAIN Kudus).