IMPROVING THE COMPETITIVENESS OF SONGKOK'S SMALL AND MEDIUM INDUSTRIES (SMI) IN GRESIK DISTRICT THROUGH ENTREPRENEURIAL MARKETING
Abstract
This research needs to be done because the Songkok small and medium industry (SMI) in Gresik Regency has not been able to develop optimally and is still having difficulty in facing business competition. Therefore, it takes the right strategy to increase its business competitiveness. This research is an interpretive qualitative research (interpreting) with the aim of identifying the strengths, weaknesses, opportunities, and threats of the SMI itself which focuses on SWOT analysis. Then from the results of the analysis used as a reference in determining competitiveness and as a basis for determining the dimensions of entrepreneurial marketing. Data collection techniques used were interviews and observation methods. Data collection techniques used were interviews and observation methods. Based on the results of the analysis carried out using the IFAS – EFAS matrix, the TOWS matrix and the SWOT Cartesian Diagram, the strategies obtained are strategies that are in quadrant 1 (one), namely the SO strategy which is an aggressive strategy. Through the SWOT analysis, it is known that the company's greatest strength is its long experience in the field of songkok, while the biggest weaknesses are in the capital system and working capital turnover. The biggest opportunity that can be exploited is to start using digital marketing as a strategy to improve sales performance and expand the reach of marketing distribution, Meanwhile, the biggest threat to songkok business actors is the presence of competitors with bigger production capacities, capital and names.
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