Proceedings of the International Conference on Community Development (ICCD 2020)

Marketing Strategy Analysis of Small and Medium Enterprises (SMEs) Leather Craft Industry in Sukaregang, Garut Regency

Authors
Priyo Susilo, Pramuda Dadang Wasnardi, Badawi
Corresponding Author
Priyo Susilo
Available Online 20 October 2020.
DOI
https://doi.org/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.
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Volume Title
Proceedings of the International Conference on Community Development (ICCD 2020)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
20 October 2020
ISBN
978-94-6239-253-3
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.201017.127How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

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  - https://doi.org/10.2991/assehr.k.201017.127
ID  - Susilo2020
ER  -