The Analysis of Shoes Marketing Mix in Style Successful Benefits SMEs of Shoes Product in Bogor

Abstract

Problems in SMEs in the shoe industry are so complex, marketing is one of them. The general objectives of this study are: 1) To find out how the marketing mix of SME shoe products in Bogor. 2) To find out the shoe development model can be improved so that SMEs have a competitive advantage, and 3) To find out how the SME development strategy has a competitive advantage. The method used in this research is survey method through observation and interview then processed using SWOT Analysis. The results of the study show that 1) the SME marketing mix is: Product quality, the selling price per product is regulated by type; Home SME production; There are no promotions. 2) In terms of the development model, training is needed for production processes, production facilities, design, comfort (ergonomics) and market share development. 3) SMEs have the opportunity and strength to develop by exploiting opportunities. SMEs must be more aggressive to introduce to consumers. Cost-effective strategy by applying financial management to superior products and efficiency in inventory. In addition, the development strategy needs to be improved through an independent brand, increasing customer (customer) loyalty. In terms of financing, a payment system is needed.