ANALISIS SWOT PADA STRATEGI PEMASARAN LEDRE PISANG UD. DUA PUTRI DEWI, KOTA MALANG

Abstract

Bananas are one of horticultural plants with a large production potential in Indonesia.
There are two types of bananas in Indonesia, namely that can be eaten immediately and which
must be processed first before eaten. Processed bananas are very abundant and one example is
a snack called Ledre. One of the Ledre Banana processing industries in Malang City is UD Dua
Putri Dewi. The purpose of this study is to find out the marketing strategies used by UD Dua Putri
Dewi by using SWOT Analysis as the research method. The results of the analysis show that each
factor in the marketing strategy has a varied score. In the strength of the ledre’s banana UD Dua
Putri Dewi, the highest score of the indicator score was the delicious ledre banana with a score
of 0.189. Weakness factor has the highest score score indicator is the incomplete regulation of
the implementation of production and fund management, including SOP (standard of operation
and procedure) with a score of 0.121. The opportunity factor (Opportunity) has the highest
indicator score, which is very useful government support with a score of 0.206. Threat factor
(Threat) has the highest score of the indicator, namely the number of competitors who are
increasing and competitive with a score of 0.154. The marketing strategy in UD Dua Putri Dewi
using SWOT analysis is in quadrant I which is a strategy that supports aggressive strategies. At
that position UD Dua Putri Dewi is in a situation where its strength is taking advantage of
opportunities. Thus, the strategy that must be applied in this condition is to support an aggressive
growth policy (Growth Oriented Strategy).