Analisis Strategi Diversifikasi Dalam Upaya Memperluas Jangkauan Pemasaran Pada UKM Rahmad Jaya di Desa Kebomlati Kabupaten Tuban. (Analysis of Diversification Strategy in Efforts to Expand Marketing Reach in Rahmad Jaya SMEs in Kebomlati Village, Tuban Regency).

Ningsih, Suci Retno (2023) Analisis Strategi Diversifikasi Dalam Upaya Memperluas Jangkauan Pemasaran Pada UKM Rahmad Jaya di Desa Kebomlati Kabupaten Tuban. (Analysis of Diversification Strategy in Efforts to Expand Marketing Reach in Rahmad Jaya SMEs in Kebomlati Village, Tuban Regency). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The development of the business world is one of the great opportunities for business actors, especially in the food sector, considering that current developments are very tight. As is the case in Kebomlati Village, Tuban Regency, there is UKM Rahmad Jaya which produces thumb flour and “sun” instant corn rice. So that these SMEs have an important role in absorbing the workforce of the surrounding community, for this reason a development strategy is needed. The purpose of this study is to find out how the diversification strategy is carried out to expand its marketing reach. The method of data analysis used is descriptive analysis with a qualitative approach using SWOT, IFE, EFE, IE, and SWOT Matrix analysis. The results of the study show that the strategy implemented by UKM Rahmad Jaya in expanding its marketing reach is by using a diversification strategy. From the results of data analysis with the IFA matrix, it can be seen that UKM Rahmad Jaya has higher strength than weakness. With the results of data analysis with the EFA matrix, it can be seen that the threat is higher than the opportunity. Meanwhile, the IE matrix is located in cell V with coordinates (2,754, 2,528), internal and external in moderate positions. The strategy used is a market penetration strategy to increase market reach through online media. As well as the product development strategy that will be carried out by UKM Rahmad Jaya by adding new size variations. Keywords: Diversification Strategy, Marketing Reach, UMKM

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