Small and Medium Enterprises’s Pelangi Rasa is one of the SMEs that produce
processed bananas. Ibu Khayati as SME owners Pelangi Rasa plans to increase
sales and expand the marketing area. However, SMEs Pelangi Rasa has difficulties
in implementing marketing communications. Marketing communications tools such
as Advertising, Sales Promotion, Personal Selling, Public Relations, Direct
Marketing, Interactive Marketing, Event & Experience and Word of Mouth
Marketing. In achieving the goal of SMEs Pelangi Rasa to design strategy map by
considering four perspectives in the balanced scorecard as a framework for
formulating strategies and marketing communication mix can be applied by SMEs
Pelangi Rasa can use the method of benchmarking by comparing to SMEs that have
been successful in marketing communication.
In designing the strategy map needs to consider four perspectives such as financial
perspective, customer perspective, internal business process perspective and
learning & growth perspective. Four perspective becomes a reference in
determining the marketing strategy of the aspects of financial resources, target
customers, marketing communication process, and the process of application. In
determining the marketing communications program to identify marketing
communication between SMEs Pelangi Rasa and competitor comparison and
determined the indicators used for comparison, after it conducted a benchmarking
process to see the difference between them, and to know the gap between the two
objects is carried out benchmark analysis gap, after the gap obtained then carried
out improvement targets. This target is specified as a reference in conducting
improvements.
Based on the results of the design strategy map and benchmarking SMEs Pelangi
Rasa got a suggestion marketing communication strategy in accordance with the
ability of the resources. Marketing communication strategy can be implemented,
among others, the expansion of the areas of marketing and distribution channels
and marketing communications programs such as improved packaging, the use of
social media facebook and reseller programs. The proposed strategy has been
adapted to the resources of SMEs that can be applied by SMEs Pelangi Rasa.