Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018)

The Analysis of Shoes Marketing Mix in Style Successful Benefits SMEs of Shoes Product in Bogor

Authors
Yulia Nurendah, Bambang Hengky Rainanto
Corresponding Author
Yulia Nurendah
Available Online May 2019.
DOI
https://doi.org/10.2991/icebef-18.2019.111How to use a DOI?
Keywords
marketing mix; shoe products; competitive advantage; UKM shoes
Abstract

Problems in SMEs in the shoe industry are so complex, marketing is one of them. The general objectives of this study are: 1) To find out how the marketing mix of SME shoe products in Bogor. 2) To find out the shoe development model can be improved so that SMEs have a competitive advantage, and 3) To find out how the SME development strategy has a competitive advantage. The method used in this research is survey method through observation and interview then processed using SWOT Analysis. The results of the study show that 1) the SME marketing mix is: Product quality, the selling price per product is regulated by type; Home SME production; There are no promotions. 2) In terms of the development model, training is needed for production processes, production facilities, design, comfort (ergonomics) and market share development. 3) SMEs have the opportunity and strength to develop by exploiting opportunities. SMEs must be more aggressive to introduce to consumers. Cost-effective strategy by applying financial management to superior products and efficiency in inventory. In addition, the development strategy needs to be improved through an independent brand, increasing customer (customer) loyalty. In terms of financing, a payment system is needed.

Copyright
© 2019, 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/).

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Volume Title
Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018)
Series
Advances in Economics, Business and Management Research
Publication Date
May 2019
ISBN
978-94-6252-723-2
ISSN
2352-5428
DOI
https://doi.org/10.2991/icebef-18.2019.111How to use a DOI?
Copyright
© 2019, 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  - Yulia Nurendah
AU  - Bambang Hengky Rainanto
PY  - 2019/05
DA  - 2019/05
TI  - The Analysis of Shoes Marketing Mix in Style Successful Benefits SMEs of Shoes Product in Bogor
BT  - Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018)
PB  - Atlantis Press
SP  - 518
EP  - 521
SN  - 2352-5428
UR  - https://doi.org/10.2991/icebef-18.2019.111
DO  - https://doi.org/10.2991/icebef-18.2019.111
ID  - Nurendah2019/05
ER  -