Analysis of Marketing Strategies for Duck Egg Flour Business in Increasing Sales Volume: A Case of Small and Medium Enterprise “Abinisa” in Sujung Village, Tirtayasa District, Serang Regency

Abstract

Consumption of egg flour in Indonesia is currently quite large. This can be seen from the increase in egg flour imports. Import figures in 2018 – 2021 have increased from 15,676,606.7 kg to 17,298,358.3 kg (BPS 2022). Egg flour has a broad market and low production costs, and in addition to meeting the needs of the domestic food industry, it is very possible to apply it to small and medium industries (UMKM) to increase the added value of products and farmers in income. The purpose of this study is to analyze the marketing strategy of the duck egg flour business in increasing sales volume in UKM Abinisa. The type of research used in this research is descriptive with a qualitative approach. The method used in this research is a case study research method that will be carried out at UKM Abinisa Sujung Village, Tirtayasa District, Serang Regency. This research was conducted at the end of June – August 2023. Based on the internal strategic factor matrix, UKM Abinisa gets a positive value (+) where the strength (S) is 1.86 greater than the weakness (W) is 1.08. Meanwhile the external strategic factor matrix also gets a positive value where the opportunity (O) is 1.75 greater than the weakness (W) is 0.84. Under these conditions, the suitable strategy is the “Growth Strategy”. Meanwhile, based on the SWOT analysis, the marketing strategy that can be implemented by UKM Abinsa is a rapid strategy, namely developing existing strengths and increasing and maintaining existing opportunities.