SWOT analysis of the marketing strategy for empon-empon products by the mekar women's farming group

Abstract

This study analyzes the marketing strategy of processed empon-empon products by the Women's Farming Group (KWT) Mekar in the Special Region of Yogyakarta using SWOT analysis integrated with Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE). The IFE analysis identifies the strengths of KWT Mekar, such as product quality and variety, as well as its weaknesses, including simple packaging, minimal promotion, and low profits. The EFE analysis reveals opportunities, such as the trend of healthy products and the potential for digitalization, and threats, such as competition and raw material price fluctuations. The results of the SWOT analysis position KWT Mekar in the growth quadrant, indicating significant potential for business development. Based on the SWOT matrix, a marketing strategy is designed to focus on leveraging strengths to capture opportunities (SO), addressing threats with strengths (ST), utilizing opportunities to overcome weaknesses (WO), and mitigating weaknesses to avoid threats (WT). This strategy includes improving packaging quality, developing structured promotion programs (both online and offline), enhancing human resource quality through training, and expanding the market through partnerships and the use of digital platforms. This study provides important implications for the development of KWT Mekar and similar micro-enterprises in the agricultural sector, with strategic recommendations expected to increase income, business sustainability, and member empowerment.