STRATEGI PEMASARAN WINGKO PADA PERUSAHAAN “LOE LAN ING” DI KECAMATAN BABAT KABUPATEN LAMONGAN

Wingko is a typical food from the District of Babat, Lamongan Regency. One of the industries that make wingko cakes is the Company "Loe Lan Ing". This study aims to determine the factors of strength, weakness, opportunity and threat, and to formulate the appropriate marketing strategy. Determination of objects and research subjects using a purposive method. Research samples include company and consumer management. The data was analyzed by using SWOT analysis. The result show that the strength of the brand "Loe Lan Ing" wingko was diverse tastes, soft textures, affordable prices, friendly service, strategic locations and attractive packaging. Products have weaknesses in terms of lack of promotion, distribution and durability. This opportunity in terms of easy transportation, abundant raw materials, extensive markets, and supporting information technology. The threats faced the presence of modern food, consumer tastes, price competition, production costs and product variations. The company "Loe Lan Ing" is in quadrant II at SWT diagram, where the company is in a condition dominated by internal strength factors and external threats. An appropriate strategy for the condition of the company is a product diversification with four alternative S-T strategies that can be taken, namely (1) product development and diversification, (2) increasing promotional activities, (3) market penetration and (4) certification of MUI and BPO