Vol 5 No 1 .
: Paulus Journal of Accounting (PJA) MARKETING STRATEGY ANALYSIS IN CV.
KASIH SAYANGIN PANAKUKANG
DISTRICT.
MAKASSAR CITY
Fadil Pradana1.
Abdul Rahman Laba2.
Mursalim Nohong3 Universitas Hasanuddin fadilpradana09@gmail.
Volume 5 Nomor 1 Desember 2023 e-ISSNJuni p-ISSN 2715-9892 Informasi Artikel Tanggal masuk 02 Agustus 2023 Tanggal revisi 20 September 2023 Tanggal diterima 09 November 2023 Kata Kunci:
Marketing Strategies1.
Marketing Mix2.
SWOT3 Abstract: The purpose of this study is to analyze marketing strategies for increasing product sales at CV.
Kasih Sayang for SMIs in the city of Makassar.
This type of research is qualitative research.
The data sources of this research are primary and secondary data sources.
Data collection techniques used in this study were interviews, observation, and The data analysis technique used in this study was the data collection stage and the analysis phase using a qualitative descriptive analysis method, namely IFAS.
EFAS, and SWOT analysis.
The results of the study show that the current marketing strategy is direct marketing and indirect marketing.
The results of the company's internal factor analysis using the IFE matrix, the company's main strength is a better taste of the products it produces .
The main weakness possessed by CV.
Kasih Sayang The interest of SMIs is less innovative packaging design and form .
A total score below 2.
indicates the company's internal position is weak in overcoming existing weaknesses with its strengths.
The results of the SWOT analysis produce 12 alternative strategies that can be chosen by companies, namely maintaining product taste and also increasing customer satisfaction and loyalty, maintaining and increasing collaboration with potential partners to increase market share, and maximizing the attractiveness displayed at sales outlets through product variants at low prices.
compete, develop thevattractiveness ofimore innovative product packaging so thatiit is increasingly in demand by consumers and has aniimage among entrepreneurs, given the amount of production produced so that products that exceed the shelf life limits are notiwasted , improve the quality of the resulting chocolate concentration soithat theiresulting product form canilast accordance with the shelf life.
Maintaining the consistency of theiquality ofichocolate productsiso thatithey canicompete with similar competing products.
Maintaining good cooperation with various partners soithat theicompany's activitiesiin theiaspects ofimarketing, production, etc.
thinningidue toiscarcity ofiraw materialsiand anticipatingithe emergenceiof newicompetitors, maximizingithe packaging power ofiproduct packagingiso thatiit remainsiin demandiby consumersiand ableito competeiwith similar products, maximizing provisionsion quantityiand production yields soithat productsithat reachithe limitiof durabilityiare notiwasted andiregulates conditionsifor useiraw materials wisely to anticipate the scarcity ofiraw materials and rising raw materials prices.
Vol 5 No 1 .
: Paulus Journal of Accounting (PJA) INTRODUCTION Theiimpact ofichanges in scienceiand technologyithat is very pronounced is the rapid change in alliaspects ofilife.
Inithe economiciparadigm, thereiis alsoia fundamentalichange iniconceptsiand behavior, fromithe conceptiof "what, how, andifor whomi.
hat will be produce.
, howito This last concept focuses on the marketing aspect of the product .
asithe firstistep inibehavior.
Toibe ableito planithe typeiof product toibe made, the marketing concept marketingienvironment analysis, potential competitorianalysis, productidesign, andipricing, distributioniplans, statisticalianalysis, and marketiresearch and promotional program plans.
This change in the concept of behavior causes a change in the concept of humanibehavior fromithe desireito makeian itemito howito marketian item.
Thus, the basic concept of economic actors will start from the existence of market opportunities.
The actors consisting of companies, suppliers, marketing or intermediaries, and customers are the core of the company's marketing system.
Marketing actors and forces from outside the company's marketing function need to be analyzed so that the company can recognize opportunities that must be utilized and threats that must be avoided.
After analyzing this marketing environment, the company can choose the target market and design the right marketing strategy.
A marketing strategy is needed by every company because the strategy will bring all business resources to a formulation of future goals.
This will be reflected in plans for the amount of production, allocation of labor, establishment of new markets, marketing methods and strategic, tactical, and operational actions to be taken.
So it can be said that the product marketing strategy that has been prepared by company management, will be a guide in increasing the sales volume of marketed products (J.
Halik et al.
, 2.
SMIsiare oneiof theiimportant driversiof Indonesia'sieconomicigrowth, andialso fromivarious sectors, namely, the tourismisector, theiagriculture andilivestockisector, theimining andiquarrying sector, theimanufacturing industryisector, theitrade sector, hotelsiand restaurants, the transportationiand communicationisector, theiservice sector, theielectricity, gasiand cleaniwater sector, theiconstruction sector, andithe financialiand corporateiservices sector.
Therefore, the governmentiurges theicommunity toicreate aicreative businessior product (J.
Halik et al.
, 2.
One of the growing business fields is the chocolate processing industry, supported by the natural resources in South Sulawesi.
Chocolate has always been a delicious snack for some people.
In addition to its delicious taste, chocolate is also good for the body.
Chocolate contains many vitaminsithat areiuseful forithe bodyisuch asivitamin A, vitaminiB1, vitaminiC, vitaminiD, and Iniaddition, chocolateicontains substancesiand nutrientsiimportant forithe bodyisuch as iron, potassium, andicalcium.
Eating chocolate adds magnesium to your daily nutritional intake which leads to increased progesterone levels in women.
This reduces the negative effects of PMS.
Chocolate with more than 70% cacao content .
ocoa bean.
also has health benefits, as chocolate is rich in antioxidants, namely phenols and flavonoids.
The amount of antioxidants is even 3 times more than green tea.
Vol 5 No 1 .
: Paulus Journal of Accounting (PJA) a drink that is often considered a source of antioxidants.
The presence of antioxidants makes chocolate a healthy drink.
Phenol, as an antioxidant, is able to reduce cholesterol in the blood so that it can reduce the risk of heart attack.
It is also useful for preventing cancer in the body, preventing strokes, and high blood pressure.
In addition, the fat content in high-quality chocolate is proven to be cholesterol-free and does not clog blood vessels.
Today's increasingly fierce business competition requires companies to be more aggressive in their marketing to attract and retain consumers.
This requires companies to be attractive and creative and carry out their business activities.
This era is characterized by the development of various products and services accompanied by new innovations.
Various efforts are made by companies to increase company sales and satisfy the needs of their customers.
Realizing this, it is clear that marketing is one of the main activities carried out by the company to maintain its survival develop and earn profits and strengthen its position in the face of competing companies.
The right business strategy in the company will have a huge impact on the company's success in carrying out performance procedures in accordance with the targets to be achieved.
LITERATUR REVIEW
Marketing Management In subsequent developments came the theory of transactional.
ransactional leadershi.
and transformational Burns (Dunford, 1.
suggests that "transactional is characterized by setting task goals, providing resources to achieve these goals, and rewarding performance".
Transformational leadership is an extension of transactional, which is more than just exchanges and agreementsHoy Miskel .
contends that transformational is proactive, raises subordinates' knowledge of motivating group interests, and assists them in achieving exceptional levels of Meanwhile, transformational, on the other hand, makes major changes to the mission of the work unit or organization or work unit, ways of carrying out activities, and human resource management to achieve the stated mission.
Marketing strategy Marketing strategy according to Armstrong and Kotler .
0: .
, namely "The marketing logic by which a business unit hopes to achieve its marketing objectives".
According to Guiltinan and Paul .
, the definition of marketing strategy is the main statement about the impact that is expected to be achieved in terms of demand on the specified target market.
Marketing Mix According to Kotler .
, the marketing mix is a series of controlled marketing variables used by companies to produce the company's desired response in the target market.
While the definition of marketing mix according to Swastha .
that marketing mix is a combination of four variables which are the core of the company's four marketing systems which include products, price structure, promotional activities and distribution.
Vol 5 No 1 .
: Paulus Journal of Accounting (PJA) Analisis SWOT According to Rangkuti .
5: .
SWOT analysis (Strenghts.
Weaknesses.
Opportunities.
Threat.
is one of the tools that can be used to develop strategies based on the situation around the company that affects company performance.
This factor is classified as internal and external factors of the company, namely the relationship between the organization and the society that creates and supports it.
At society there are factors influencing the organization.
RESEARCH METHODS
Research design is all the processes necessary for planning and conducting research.
conducting a study, to obtain qualitative data sourced from CV.
Kasih Sayang in Makassar City.
Location and Schedule of Research The place of research in this writing is CV.
Kasih Sayang which is located on Kelapa Tiga Street Makassar.
While the time used to conduct research for 3 .
months, namely Maret 2023 to Mei 2023.
Research Instruments Research instruments that will be used during this research take place in the form of questionnaires and interviews.
The target of this research is to analyze the marketing strategy at CV.
Kasih Sayang, thus the target is only the owner of the business.
Data Collection Technique The data collection techniques used in this study are:
Interview technique, namely conducting questions and answers directly with business owners at CV.
Kasih Sayang.
Observation, namely making direct observations of business owners, and employees at CV.
Kasih Sayang.
This technique is useful for cheking data whether the data obtained through interviews is really in accordance with the actual conditions.
Documentation is a data collection technique carried out by studying journals and previous research results related to the topic discussed in this research.
The types and sources of data that researchers use in research are:
The types of data used in this study are:
A Qualitative data, namely data in the form of words, sentences, schemes and images.
The data sources used in this study are:
A Primary data, namely data obtained directly by conducting observations and interviews with business owners at CV.
Kasih Sayang.
A Secondary data is data obtained by collecting documents in the form of sales data and other data that also supports the discussion of this research.
Data Analysis Technique In this writing, the author uses a qualitative descriptive analysis method, namely SWOT Analysis or strenght, weaknesses, oppourtunity and threats, which is an analysis that identifies the phenomena studied on internal factors .
trengths and weaknesses: direct influence, role in the Vol 5 No 1 .
: Paulus Journal of Accounting (PJA) syste.
from the parameters .
of the study and then selected again on inhibiting factors .
eaknesses and threat.
and driving factors .
trengths and opportunitie.
to determine the strategy .
ecision making: issues and competencie.
developed by the company (Rangkuti 2.
RESEARCH RESULT
Analysis of Company Internal Factors Internal analysis is needed to determine the company's competitive strengths and weaknesses by identifying various factors that exist in the company's functional areas.
After analyzing the internal factors, the strengths and weaknesses of SMIsCV.
Kasih Sayang Affection can be seen in Table 4.
STRENGTH
A The taste of the product produced is better
A Has a wide enough partnership
WEAKNESSES
Less innovative packaging design and shape Relatively short product life The quality of the product form is easy to melt A Has its own outlet that supports A Analysis of Company External Factors Analyzing the external environment aims to develop a list of limited opportunities that can benefit the company and threats that must be avoided.
the opportunities and threats owned by SMIsCV.
Kasih Sayang Affection can be seen in Table 4.
OPPORTUNITIES
A Products are well known among entrepreneurs or Small and Medium Industries (SMI.
A Products are very popular with A Competitive product price
THREAT
Emergence of competitors with the same product Raw materials are sometimes difficult to obtain Fluctuating .
prices of raw
Source: Primary Data Processed, 2023
DISCUSSION