Designing Marketing Strategy for Bbq Dirumah using SWOT Analysis and IE Matrix

Abstract

Bbq Dirumah is an MSME in the food sector that was established during the Covid-19
pandemic in Indonesia so that sales have not had an increasing trend and have not reached the
target. One of the problem is the marketing strategy that has not been carried out optimally.
Therefore, it is necessary to propose a marketing strategy based on the condition of Bbq
Dirumah SMEs in order to increase sales. SWOT analysis was conducted to determine internal
and external factors as input in the preparation of the SWOT and IE matrix so that alternative
strategies were obtained and evaluation was carried out to prioritize alternative strategies
implemented with QSPM as an effort to increase sales to achieve targets. The research objective
is to design a marketing strategy for Bbq Dirumah to increase sales volume in order to achieve
the predetermined target. The results showed that the position of MSME Bbq Dirumah was in
quadrant V on the IE matrix with an IFE score of 2.604 and an EFE score of 2.684 so the right
strategy is market penetration and product development. An alternative strategy based on the
priority value in the QSPM is "benchmarking against competitors for better product
development" with a TAS score of 5.895.