Analisis Strategi Pemasaran untuk Meningkatkan Penjualan Makanan Di Makanan Rakyat Indonesia Kendal

Abstract

This study aims to analyze the marketing strategy of PT. Makanan Rakyat Indonesia Kendal using the marketing mix approach (product, price, promotion, and place) combined with SWOT analysis. Data were collected through interviews with the owner and employees, observations, and documentation. The findings indicate that the company’s leading product is ABS prawn crackers with a price range of Rp5,000–Rp25,000, distributed through offline stores and online platforms, and promoted via social media and e-commerce. The SWOT analysis identified five strengths, five weaknesses, five opportunities, and five threats. The IFAS score of 3.23 and EFAS score of 3.02 position the company in quadrant I (aggressive strategy). Sales data showed a 28.8% increase from January to April 2025 compared to the previous year, equal to Rp147,000,000. These results confirm that applying a SWOT-based marketing strategy has a significant impact on sales growth. Recommendations include expanding distribution channels, enhancing promotions, and maintaining service quality to remain competitive.