SALTED EGG HOME INDUSTRY MARKETING MIX STRATEGY: CASE STUDY IN INDONESIA

Abstract

This study was conducted to analyze how the marketing mix as well as the internal and external environmental conditions in Eni Jaya's Salted Egg business. This study uses a qualitative approach. Research respondents are the perpetrators of Salted Egg SMEs Eni Jaya in the village of Limbangan Wetan, Brebes Regency, Central Java Province, Indonesia. Data collection techniques using interviews and documentation. SWOT analysis was used to analyze the collected data. The results of internal analysis (IFAS) and external analysis (EFAS) show that they are in quadrant II area. Thus, the right strategy is market diversification. SWOT analysis produces several strategies that can be applied, namely: 1). Produce quality products and different flavor variants as well as attractive packaging displays at relatively low prices. 2). Display packaging is good for advertising on the internet. 3). Increase promotional activities through internet networks and customer assistance. 4) Optimizing the existing workforce by providing financial training and promotions. 5) Conduct new innovations and increase engagement with duck egg breeders. 6) Cooperating with the government to maintain price stability. 7). Cooperating with the government to conduct administrative/financial training for Eni Jaya's Salted Egg business. 8). Reactivate the salted egg business group.  Keywords: Marketing, Small Business, SWOT Analysis.