Analisis Strategi Pemasaran Produk Untuk Meningkatkan Kinerja Pada Toko Kue Island Cake Metro

Abstract

The purpose of this study was find out how the marketing performance, the internal and the
external factors of the Island Metro Cake Shop, and what kind of marketing strategy is
appropriate to improve its marketing performance. This study applied a qualitative research
method by analyzing the product marketing strategy at the Metro town Cake Shop Island
Cake. The collection of this research data involved two informants, they were cake shop
owners and his employee. The research data were obtained by conducting interviews and
distributing questionnaires to determine the weights and ratings on aspects of the company's
internal and external factors. Data analysis in this study used a SWOT analysis consisting of
Strengths, Weaknesses, Opportunities and Threats. The results of this study indicated that the
marketing performance of the island cake cake shop in Metro town seemed to have a fairly
good performance. This is based on the sales results achieved by the island cake shop which
has increased from year to year. The number of costumers who buy the products in the form
of cakes at island cake shops is increasing. The marketing strategy implemented by the shop
owner is to provide good service quality, ease of service, and promote on social media. Based
on the SWOT analysis, the strategy in marketing Island Cake shop products applies EFE and
IFE analysis as a grow and build strategy within the company. The shop maintains service to customers by maintaining the superiority of its cake products both in terms of quality and
quantity.