STRATEGI PENGEMBANGAN PRODUK UNGGULAN OLAHAN IKAN HASIL TANGKAP MELALUI E-COMMERCE BERDASARKAN ANSOS DI ERA INDUSTRI 4.0

  • Achmad Misbah Universitas Yudharta Pasuruan
  • hikmatul faizatul m Universitas Yudharta Pasuruan
Keywords: E-commerce, SWOT, UMKM

Abstract

Determination of marketing strategies requires precise and careful analytical tools,
one of which is to apply SWOT analysis. With a SWOT analysis, it is expected that
MSMEs can determine realistic business objectives, according to the conditions of
MSMEs. (Sutojo and Kleinsteuber, 2002: 8). SWOT analysis is simply understood as
testing the internal strengths and weaknesses of an organization, as well as the
opportunities and threats of its external environment. SWOT is a general tool that is
designed and used as a first step in the decision making process and as a strategic
planning in various applications. What variables are strengths, weaknesses, opportunities
and threats that will be faced by Coastal SMEs in Pasuruan Regency in the field of ecommerce.
Also,
what
marketing
strategies
can
be
taken
and
used
by
the
Coastal
SMEs

in
Pasuruan
Regency
in
the
face
of
competition.
Based
on
the
results
it
can
be
concluded

that
the
MSME
of
Processed
Fish
Product
in
Pasuruan
Regency,
the
determination
of
the

strategy

adopted is differentiation, market development, market penetration and
expansion strategy.

Published
2020-02-29