MARKETING STRATEGY ANALYSIS IN ENHANCING THE COMPETITIVENESS OF MSMEs (CASE STUDY AT KHOLIS SPORT, SUMEDANG REGENCY)
Keywords:
Marketing Strategy, 4P Marketing Mix, SWOT Analysis, MSMEs, CompetitivenessAbstract
This study aims to analyze marketing strategies to enhance the competitiveness of Kholis Sport, a micro, small, and medium enterprise (MSME) engaged in the production of custom sports jerseys and pants, located in Dusun Sirahcai, Jatinangor District. The research was motivated by a decline in sales over the past six months, primarily due to increased competition from businesses that aggressively utilize digital marketing. The objectives of this study are: (1) to identify the marketing performance of Kholis Sport, (2) to analyze internal and external factors through a SWOT approach, and (3) to formulate relevant marketing strategies based on the 4P marketing mix and SWOT analysis.This research employs a descriptive qualitative method with data collected through interviews, observation, and documentation. Data analysis uses the Miles & Huberman model, supported by the 4P marketing mix and SWOT as analytical tools. Informants include the business owner, employees, and customers selected through purposive sampling.The findings reveal that the product and price aspects are relatively well-implemented, while distribution and promotion remain underdeveloped, particularly in the digital realm. Kholis Sport's internal strengths include product quality, competitive pricing, and flexible custom services. However, its weaknesses involve limited use of digital platforms for promotion and a simple distribution system. External opportunities include rising demand for custom products and local events, while threats come from aggressive digital competitors and raw material price fluctuations. Recommended strategies include strengthening digital promotion, diversifying products, improving distribution services, and optimizing production costs.Through adaptive and measurable TOWS-based strategies, Kholis Sport is expected to enhance its competitive advantage sustainably amid the dynamic digital market landscape.
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