MARKETING STRATEGY ANALYSIS OF MICRO, SMALL, MEDIUM ENTERPRISE (CASE STUDY: FURNITURE INDUSTRY IN TOULIANG OKI VILLAGE)
Abstract: Small and Medium
Enterprises are the backbone of major
economy and empirical studies prove that small firms are more efficient and
innovative in their operation, product development and marketing strategies.
The objective in this study is to analyze marketing strategies of SME’s running
entrepreneurs in Touliang Oki village. This study is qualitative studied about
Marketing Strategy of Small and Medium Size Enterprises. A field survey method
was faced to faced interviews were recorded to analyze the marketing strategies
of Micro Sall Medium Enterprise Touliang Oki is one of the village in Minahasa,
North Sulawesi. Most of them produce Furniture froom wood. Marketing strategy
that they use is door to door and online shopping (facebook and whatsapp) strategy.
Their innovations were in the shape of unique designs that not only meet the
need of customers. Their services are innovative in a sense that they satisfy
the customers. They also faced barriers like lack of raw material in this case
they are used wood for the raw material and also they are still use standard
machine makes their production is not maximal. Findings suggest to build
initiatives some programs for students and lecturers to become business
consultant of SME in Indonesia.
Keywords: marketing strategy,
micro, small, medium enterprise
Penulis: Maria Christy
Sualang, James D.D Massie, Merinda Pandowo
Kode Jurnal: jpmanajemendd171043
