Strategi Pemasaran Tahu (Studi Kasus: Desa Suka Ramai Kecamatan Padang Tualang)

Abstract

This study aims to determine the marketing channels of tofu in Desa Sukaramai, Kecamatan Padang Tualang, identify internal and external factors of tofu companies, and analyze marketing strategies that can be applied to tofu companies in Desa Suka Ramai, Kecamatan Padang Tualang. Data analysis carried out by using descriptive analysis and SWOT analysis methods. The results showed that the marketing channel for tofu products in Desa Suka Ramai, Kecamatan Padang Tualang, used marketing channel I, which included producers and consumers, and marketing channel II, which included producers, retailers, and consumers. Strength factors include human resources, product prices, production/operations and product quality. Financial condition, promotion, and waste management are all weak points. Opportunity factors include competitors, availability of raw materials, and prices of supporting materials. Threat factors include the market demand, lack of cooperation with business partners and the absence of government. The marketing strategy of tofu in Desa Suka Ramai, Kecamatan Padang Tualang is in quadrant I, which is an aggressive strategy. This is very profitable because the company gets strengths and opportunities. Tofu entrepreneurs in Desa Suka Ramai can use an aggressive strategy that focuses on the SO (Strength-Opportunities) strategy, which is a strategy that can take an advantage of the strength factors within the company to be able to seize the opportunities that exist in order to maximize the profits to be achieved by the company.