The development of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia continues to increase significantly, which makes sellers have to improve their marketing strategies in facing competition. Sate Asin Pedas Bang Ote is one of the MSMEs in the culinary sector in Bandung City which has been operating since May 2022 and focuses on selling spicy salted satay. Sate Asin Pedas Bang Ote experienced unstable sales and experienced fluctuations of 68.92% in the June- November 2023 period, this was influenced by marketing strategies that were still not optimal and consistent. Therefore, new strategic planning is needed to increase sales and face competition. This study aims to determine the internal and external environmental conditions and alternative marketing strategies that can be implemented for Sate Asin Pedas Bang Ote.
This study uses a qualitative method. Data collection was obtained through interviews with internal and external business parties. Purposive sampling was used to determine the sample with five sources selected based on the information they had and related to the internal and external environment of the business. Marketing strategy formulation consists of three stages: Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) analysis, IE matrix and SWOT matrix analysis, and the last one is the QSPM method.
Based on the results of the SWOT analysis of Sate Asin Pedas Bang Ote, 12 strengths and 7 weaknesses were obtained in strong internal conditions with a score on the IFE Matrix of 3.322580645, and 5 opportunities and 6 threats were obtained in good external conditions with a score on the EFE Matrix of 3.526315789 which shows that the position in the IE matrix is in quadrant 1, which requires strategies to encourage better and more advanced business growth and development, such as market penetration, product development, and market development, and produces 8 alternative marketing strategy formulations in the SWOT Matrix. Based on the results of the QSPM analysis, alternative marketing strategies that Sate Asin Pedas Bang Ote can implement are increasing sales promotions by participating in events or MSME exhibitions organized by the government or local organizers.
The suggestion for Sate Asin Pedas Bang Ote is expected to be able to implement the optimal marketing strategy that has been proposed. Suggestions for future researchers are advised to add tools to strategy formulation stages, such as the SPACE Matrix or the Boston Consulting Group (BCG) Matrix, to analyze a research object more broadly. In addition, future researchers are expected to be able to test the proposed marketing strategy to evaluate its impact on business continuity, and it is also recommended to research other sales objects, such as competitors of the research object, for a more comprehensive comparison of marketing strategies.