Abstract
The change of conventional marketing to digital marketing has an impact on the business world, including micro businesses. So that a certain strategy is needed in dealing with digital marketing. SWOT analysis and STP analysis among several other analyzes that can be used to determine a marketing strategy. The purpose of this study is to find an overview of the use of SWOT analysis and STP analysis implemented in micro enterprises, namely 'Bunda Culinary'. SWOT analysis and STP analysis are used in order to see what digital marketing strategies are being pursued by the micro entrepreneur 'Bunda Culinary'. The research method used is a descriptive survey. Data collection techniques in this study were observation and interviews. The results obtained are strategies for digital marketing that are carried out only on the pattern of Relationship Marketing, Word of mouth Marketing, Seasonal Marketing, and Social Media Marketing. Meanwhile, the development towards B2B Marketing and B2C Marketing has not been carried out. And there is also no specific personal or team handling digital marketing.
Highlights
The change of conventional marketing to digital marketing has an impact on the business world, including micro businesses
That a certain strategy is needed in dealing with digital marketing
The purpose of this study is to find an overview of the use of SWOT analysis and STP analysis implemented in micro enterprises, namely 'Bunda Culinary'
Summary
Dalam segmentasi psikografis meliputi: minat, kegiatan, opini, nilai, sikap dan lain-lain. 4. Dalam segmentasi psikografis meliputi: minat, kegiatan, opini, nilai, sikap dan lain-lain. Untuk segmentasi perilaku ini didasarkan pada perilaku pelanggan yang aktual terhadap produk, di mana meliputi: manfaat yang dicari, tingkat penggunaan, loyalitas merek, status pengguna, kesiapan untuk membeli dan kesempatan. OC Ferrell dan Michael D Hartline dalam bukunya “Marketing Strategy” mengemukakan bahwa kriteria segmentasi pasar efektif adalah (Ferrel & Hartline, 2011): 1. Terukur: Ukuran, daya beli dan karakteristik segmen dapat diukur OC Ferrell dan Michael D Hartline dalam bukunya “Marketing Strategy” mengemukakan bahwa kriteria segmentasi pasar efektif adalah (Ferrel & Hartline, 2011): 1. Terukur: Ukuran, daya beli dan karakteristik segmen dapat diukur
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