STRATEGI PENJUALAN BATAKO UKM ARETA AGUNG DENGAN MARKETING MIX DAN PRODUKTIVITAS PARSIAL (Studi Kasus: UKM Areta Agung Palembang)

UKM (Usaha Kecil Menengah/Small and Micro Enterprise) Areta Agung is a small and micro enterprise that produces concrete bricks in Palembang. Based on the data of existing and previous sales, the less-optimal sales resulted in the low level of sales which made the sales productivity low and the sales reach in Palembang city as a Market Share become 24%. Before improving the strategy, UKM Areta Agung investigated and formulated external and internal factors. The external factors were formulated from the result of benchmarking data which consisted of comparative data gathered from similar UKM. Meanwhile, the internal factors were formulated from the brainstorming results which consisted of the data gathered from UKM Areta Agung. Then, a SWOT analysis was conducted to identify the strengths, weaknesses, opportunities, and threats encountered by the UKM. In the next procedure, the SWOT matrix was used to produce the improved strategy, which was subsequently improved by the implementation of Marketing Mix (4P). The implementation involved Product, Price, Promotion, and Place. Product was related to accepting services outside the operational. Price was related to adding a variety of prices for shipping outside of Palembang. Promotion was related to creating online advertising, a sales promotion, publication, and personal selling. Finally, Place was related to adding more clients for the building depot. The improvement resulted in the increase of partial productivity after the implementation, with the Total Productivity of 0.565. Keywords: Market share, external and internal factors, swot analysis, marketing mix, partial productivit