Perencanaan Strategi Pemasaran Di UMKM(Studi Kasus ; CV. SR Bakery)

This research is about marketing strategy planning in MSMEs which aims to design the right marketing strategy to be implemented in order to increase sales and the company's competitiveness with competitors. This research was conducted at CV SR Bakery. CV SR Bakery is one of the MSMEs which operates in the field of food production of various types of bread located in Cirebon Regency, West Java. The sample used in this research was 73 people. The methods used in this research are the competitive profile matrix (CPM), IE Matrix (Internal-External), SWOT Matrix (Strengths, Weaknesses, Opportunities, Threats) and Quantitative Strategic Planning Matrix (QSPM). The research results show that the CPM CV SR Bakery has a score of 2.59. In the IE matrix, CV SR Bakery occupies quadrant V so that the appropriate strategy to implement is the hold and maintain strategy. In the SWOT matrix, there are 7 alternative strategies that can be chosen by CV SR Bakery. Based on the QSPM matrix, it was found that the most suitable strategy for CV SR Bakery to implement was optimizing production, product quality and use of technology to meet consumer satisfaction with the highest TAS score, namely 6.13. Keywords: CPM, IE Matrix, SWOT matrix, marketing strategy, QSPM