Strategi Pengembangan Pemasaran Produk Menggunakan Metode SWOT dan QSPM di UMKM Enggal Jaya

UMKM Enggal Jaya is a manufacturing company operating in the metal casting industry located in Bendo Ngawonggo Village, Ceper, Klaten, Central Java which was founded in 1991. This research aims to analyze internal and external factors in UMKM Enggal Jaya, analyzing the position of UMKM Enggal Jaya. Jaya on the SWOT matrix to obtain a more detailed business strategy at the business unit division level and determine the best marketing strategy for UMKM Enggal Jaya using the SWOT matrix method and QSPM matrix approach. The methods used are the SWOT (Strangth, Weakness, Opportunity, Threat) method and Quantitative Strategic Planning Matrix (QSPM) using data collection techniques through interviews and direct observation of employees. The problems found when conducting observations at UMKM Enggal Jaya were (1) The marketing process still depended on old customers due to the lack of promotion carried out by UMKM Enggal Jaya to introduce products; (2) Products are less varied because the products made only focus on orders from 2 customers; (3) UMKM Enggal Jaya employees work double jobs due to the lack of permanent workers; (4) Diesel fuel is difficult to obtain because it is not allowed to buy it in large quantities using jerry cans; (5) The number of competitors with the same production in the local area. Based on these problems, UMKM Enggal Jaya need to carry out an evaluation of the sustainability of their business and make proposals for appropriate marketing strategies to be implemented in UMKM Enggal Jaya