ANALISIS STRATEGI DIVERSIFIKASI DALAM UPAYA PERLUASAN JANGKAUAN PEMASARAN PADA UKM RAHMAD JAYA DI DESA KEBOMLATI KABUPATEN TUBAN

Given the enormous contemporary advancements, one of the biggest prospects for business actors is the development of the business world, particularly in the food industry. Similar to how UKM Rahmad Jaya creates thumb flour and 'Matahari' instant corn rice in Kebomlati Village, Tuban Regency. It is necessary to have a development strategy in place for these SMEs in order for them to play a significant part in absorbing the workforce of the neighbourhood. This study's goal is to ascertain how the diversification strategy is implemented in order to increase its marketing reach. Descriptive analysis using a qualitative approach employing SWOT, IFE, EFE, IE, and SWOT Matrix analysis is the data analysis technique used. The study's findings demonstrate that UKM Rahmad Jaya used the diversification strategy to increase the scope of its marketing efforts. As can be observed from the data analysis using the IFA matrix, UKM Rahmad Jaya has more strengths than shortcomings. The threat is greater than the opportunity, according to the data analysis results using the EFA matrix. In terms of the IE matrix, the market penetration approach is employed to broaden market reach via online media. Additionally, UKM Rahmad Jaya will implement a product development strategy by introducing new size variations