Analisis Strategi Pemasaran Usaha Kecil Pengrajin Tempe (Studi Kasus: Kecamatan Galang Kabupaten Deli Serdang)

Abstract

This study research aimed to determine the marketing strategy the craftsman of tempe in Galang District Deli Serdang District. This research was conducted in April-June 2018. This research used sampling method by census, and there are 10 samples and 5 trader in this research. Based on the evaluation results of IFE matrix factors (internal factor evaluation)and using the EFE (external factor evaluation) obtained the number of strength scores, weakness scores and EFE obtained by the number of opportunity scores, threat score obtained by total weighted score = 2,83. Based on the research, there is a marketing strategy. That is a concentrated marketing strategy. Where the craftsman sell the tempe with the limited production, based on condition of market a craftsman in marketing strategy according to the type of entrepreneur “Crasftsman doesn’t market segmentation because a craftsman doesn’t search for targets in a particular/ certain targets but it moves to freat the same customer service of marketing mix, the craftsman provide the same service to all consumers both new customers and regular costumers in Galang District.