Marketing Strategy Analysis of Small and Medium Enterprises (SMEs) Leather Craft Industry in Sukaregang, Garut Regency
- DOI
- 10.2991/assehr.k.201017.127How to use a DOI?
- Keywords
- MSME, leather craft industry, marketing strategies analysis
- Abstract
MSME (Micro, Small, and Medium Enterprise) aimed at entrepreneurs who run capital businesses use their money, with limited business assets and the number of workers is not too much. The center of the leathercraft industry Sukaregang, Garut, West Java has grown since the 1930s. Behind the success, it turns out that there are a concern and anxieties. Sukaregang’s leather craft center is arguably not growing optimally. Tight competition with a growing number of entrepreneurs makes them experience difficulties in selling products. The solution to the problem offered is to apply appropriate marketing strategies to support sales. In this research, 4 marketing strategies will be applied, namely segmenting, targeting and positioning strategies, marketing mix strategies, internal and external analysis strategies, and SWOT matrix analysis strategies. Expected by implementing this strategy analysis business operators in Sukaregang, Garut Regency can compete in a bigger market and be able to develop in selling their products.
- Copyright
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Priyo Susilo AU - Pramuda Dadang Wasnardi AU - Badawi PY - 2020 DA - 2020/10/20 TI - Marketing Strategy Analysis of Small and Medium Enterprises (SMEs) Leather Craft Industry in Sukaregang, Garut Regency BT - Proceedings of the International Conference on Community Development (ICCD 2020) PB - Atlantis Press SP - 573 EP - 576 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.201017.127 DO - 10.2991/assehr.k.201017.127 ID - Susilo2020 ER -