PENGEMBANGAN OLAHAN SINGKONG UMKM DF DI KAMPUNG KERIPIK KECAMATAN SELOREJO KABUPATEN BLITAR

The purpose of this study is to identify the marketing mix,
identify internal factors and external factors, and identify appropriate
alternative strategies. The method used is the 7P marketing mix and
SWOT analysis. Based on the results of research and discussion, the
most influential internal strength factor is affordable product prices
score 0.36, in terms of promotion weaknesses with a score of 0.08. The
influential external factor in terms of opportunity is the development
of social media score of 0.36. In the threats, the most influential
competitor's human resources are superior. The competitors'
distribution channels are wide score 0.14. SWOT analysis is in quadrant
I supports an aggressive growth policy and growth-oriented strategy,
by utilizing the company's strengths to obtain as many opportunities
as possible. Alternative strategies which implemented are working with
related parties (gift shops), increasing production quantity, and utilizing
social media in promotions.
Keywords: Alternative strategy; cassava chips; marketing mix; marketing
strategy; SWOT analysis.