Marketing Metrics Based Performance for SMEs Business Strategy in Indonesia.

Abstract

The SMEs engaged in marine fish processing industry in Muara Angke, Jakarta have the potential to be better developed, considering that most of the entrepreneurs are young, experienced and well educated although most enterprises are not yet in the form of legal entities. This study aims to determine the level of performa nce achievement based on marketing metrics and business development strategy model as well as recommendations for SMEs in marine fish processing in Muara Angke, Jakarta. The study used 40 SMEs entrepreneurs involved in marine fish processing as random respondents. Data were analyzed based on SWOT and EFE-IFE analysis. The results of the study indicate that the marketing metrics-based performance achievement level of the enterprises is moderate. The model of enterprise development strategy of this business is W - O strategy, that is, the SMEs entrepreneurs first minimize the weaknesses in order to take advantage of opportunities. So the recommendation of strategy is to carry out a directed and more vigorous campaign by organizing, following, or sponsoring various events, promotion through printed media, and social networking media, and adding sales network.