Pengembangan Startegi Pemasaran Keripik Singkong Pada Industri Rumah Tangga Pasundan Di Kota Palu

Development of Cassava Chips Marketing Strategy in Pasundan Home Industry which is a factor of weakness and a threat for this industry to further develop its business, external factors that haven't been maximal in terms of marketing promotional activities and internal factors haven't been good in organizing the division of labor for employees. This research aims to : (1) Analyzing the conditions of internal factors (strengths and weaknesses) and external factors (opportunities and threats) faced by the "Pasundan" household industry in Palu City. (2) Analyzing the development of marketing strategy for cassava chips in "Pasundan" Home Industry. The results of the analysis show that the right conditions to be applied in the development of a marketing strategy for cassava chips in the Pasundan industry are located in quadrant I, namely strategy (S-O). The resulting strategy is : (1) Take advantage of the choice of flavors to get opportunities to increase product demand, (2) Take advantage of affordable prices in order to have the opportunity to attract consumers, (3) Using the capital owned to follow the development of promotional media and expand marketing.