Analisis Strategi Pemasaran Makanan Ringan dengan Analisis Swot (Studi Kasus di Home Industry “Si Bolang” Kabupaten Sragen)

Abstract

Food that is a basic human need in life is now growing. The basic necessities are not only heavy foods such as rice, porridge, bread, and other staple foods, but snacks or so-called snacks. Nowadays it has become the main thing that society needs from various age level. The limitations of marketability lead to many small industrial products that, although of high quality but are unknown and unable to break through the market. This study aims to find out the right marketing strategy to be applied in Home Industry Si Bolang. Data collection techniques in this study by interview, observation, documentationand questionnaires. Based on the research result, it is found that Si Bolang home industy give new innovation input in the form of new packing variation which at the beginning of product packaging using plastic material is now trying new breakthrough drngan using aluminum foil, this packaging is much in demand by businessmen. Because it has a long lasting, strong and not easily torn, resistant to fat penetration, oil, and others. In addition, you can print the pictures on the packaging in accordance with the wishes or according to Si Bolang snack products. Thus, the conclusion that can be taken in this research is that the application of marketing on Home Industry Si Bolang is good. Therefore, it would be better if Home Industry Si Bolang develop new innovations so that Si Bolang products can add resellers and consumers, especially in Sragen.