Analisis Pemilihan Strategi Distribusi Ditinjau Dari Karakteristik Pasar Pada Perusahaan Mie Di Ukm Mie Ikhlas (Danukusuman Surakarta)

This study aims to describe the implementation of distribution strategy selection through market characteristics so that the product is right to the target market, describe the application of efficient market characteristics in distribution strategies that sell their products to Mie Ikhlas company, describe the supporting and inhibiting factors for Mie Ikhlas SMEs (Small and Medium- sized Enterprises) in conducting strategy distribution. This type of research used is qualitative research with ethnographic research design. The subjects of this research are the owner, the distributor and the agent of Mie Ikhlas SMEs. Data collection techniques used were observation, interviews, and documents. The data were analyzed through the steps of collecting the data, reducing the data, presenting the data, and drawing conclusion. The results show that the implementation of distribution strategy selection is through two ways, namely direct and indirect distribution strategies. The efficient application of market characteristics uses scattered patterns, by considering the stages of the product life cycle so that the products being marketed can be measured and profitable for Mie Ikhlas SMEs. The supporting factors are determining the target market that bring the business close to the strategic location and develop it by opening some branches and agents for Mie Ikhlas SMEs. Meanwhile, the inhibiting factors are the late delivery of Mie Ikhlas products, the difficulty in predicting the market demand, the lack of networks or work partners