PENGEMBANGAN STRATEGI PEMASARAN UNTUK OPTIMALISASI PENJUALAN BERBASIS SWOT DAN QSPM (Studi Kasus: UMKM CITO KOI REOG)

This research aims to formulate an optimal marketing strategy to increase sales at
UMKM Cito Koi Reog Ponorogo by applying the SWOT and Quantitative Strategic
Planning Matrix (QSPM) methods. The study focuses on analyzing internal and
external factors through the Internal Factor Evaluation (IFE) and External Factor
Evaluation (EFE) matrices to determine the company’s strategic position. The
calculation results show that the total IFE score is 3.158 and the EFE score is 3.143,
indicating that UMKM Cito Koi Reog holds a strong position in utilizing its internal
strengths and external opportunities. Based on the SWOT mapping results, the
UMKM is positioned in Quadrant I (aggressive/growth strategy), meaning the
company should fully exploit its strengths to seize market opportunities. The QSPM
analysis was conducted on nine alternative strategies, and the results show that the
strategy with the highest Total Attractiveness Score (TAS) is the Product and Service
Differentiation Strategy (ST-1) with a score of 3.891, which is recommended as the
main priority for implementation. This strategy focuses on increasing product value
through health guarantees for premium koi fish and optimizing digital branding via
social media and paid advertising. The implementation of this strategy is expected
to enhance competitiveness, expand market reach, and promote sustainable sales
growth for UMKM Cito Koi Reog.