Swot Analysis Of Marketing Strategies In Developing Layer Chicken Business And Increasing Consumer Buying Interest Through Digitalization Case Study In Karang Semanding Village, Padukuan Lor
DOI:
https://doi.org/10.21111/ibmj.v8i1.14618Keywords:
SWOT Analysis, Marketing Strategy, Digitalization, Purchase Intention, Layer Chicken BusinessAbstract
This study aims to analyze the merketing strategies applied by Small and Medium Enterprises (SMEs) laying hens in facing challenges and opportunities through a SWOT analysis approach and utilizing digitalization as an effort to increase consumer buying interest. The study was conducted at Mr. Doni’s layer chicken business in Karang Semanding Village, Padukuan Lor, Jember Regency. The research used a descriptive qualitative approach with observation and interview methods as data collection techniques. The results of the analysis show that the business has strengths in product quality, costumer relations, and has begun to implement digital sales. However, the business also has some weaknesses such as limitations in the delivery system and low digital promotion. Externally, major opportunities lie in the increasing market demand and potential network expansion through digitalization, while threats arise from intensifying competition and fluctuating feed prices. Suggested strategies include social media optimization, derivative product development, digital marketing training, and inncreased brand awareness. Yhis research show that a combination of internal and external strategies through the SWOT approach can produce a more measurable and adaptive marketing policy direction to changing times.References
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