Perencanaan Strategis Sektor Usaha Mikro Dalam Mengatasi Permasalahan Pemasaran (Studi di Dinas Koperasi, Usaha Kecil Menengah, Perindustrian dan Perdagangan Kota Batu)

Abstract

This research is based on the importance of microbusiness in traversing agricultural and tourism in Batu. Microbusiness are the main sector for the improvement and the equalization of public welfare. However, microbusiness remain face marketing problems that calls government intervention. Therefore, this research aims: (1) to analyze the strategic planning in microbusiness; and (2) to formulate strategies to solve the marketing problems of microbusiness in Batu. This research was conducted with a descriptive and qualitative method by way of interactive data collection, data condensation, data display, and conclusion drawing. Besides, SWOT analysis is carried out to formulate the strategies from the identified problems and potentials. The research results show that: (1) the formulation of strategic planning does not reflect effective planning, and it’s implementation is constrained by disagreement among planners in various organizational level; (2) microbusiness development should be directed to aggressive strategy, i.e. market expansion and competitiveness strengthening to face the free market, by means of establishing the network between the upstream and the downstream that involves MSME community/association, and facilitating the development of integrated and community-based