Focus Group Discussion (FGD) Analisis Pasar dan Strategi Pemasaran UMKM Radja Nanas Bantaeng, Dampang, Kel. Gantarangkeke, Kec. Gantarangkeke, Kab. Bantaeng
DOI:
https://doi.org/10.53769/jpm.v5i2.579Keywords:
analisis pasar, strategi pemasaran, FGD, olahan nanasAbstract
UMKM Radja Nanas Bantaeng merupakan salah satu KUB (Kelompok Usaha Bersama) yang bergerak di sektor pertanian utamanya komunitas buah nanas madu. UMKM ini mampu membudidayakan buah nanas secara kontinu sepanjang tahun sehingga dapat menjaga stock buah nanas tetap tersedia. Namun, sebagian besar profit yang diperoleh UMKM Radja Nanas Bantaeng ini berasal dari penjualan buah nanas segar semata, padahal dengan menjual produk olahan buah nanas dapat meningkatkan harga jual dan mendapatkan keutungan yang lebih besar. Walaupun UMKM Radja Nanas Bantaeng telah mulai mengolah buah nanasnya menjadi sari buah dan selai, tetapi metode pemasaran yang kurang tepat mengakibatkan angka penjualan produk-produk tersebut belum maksimal. Berdasarkan hal tersebut, UMKM Radja Nanas Bantaeng perlu melakukan analisis pasar terlebih dahulu sehingga dapat merumuskan strategi pemasaran yang tepat dan sesuai bagi kondisi UMKM Radja Nanas Bantaeng. Hasil FGD (Focus Group Discussion) yang dilakukan merumuskan beberapa strategi pemasaran yang sesuai untuk mitra yaitu: (1) menetapkan segmentasi dan target pasar berdasarkan preferensi konsumen terhadap produk berbasis buah lokal; (2) menguatkan brand positioning UMKM Radja Nanas melalui perbaikan kemasan dan narasi produk; (3) mengoptimalkan strategi harga berdasarkan struktur biaya dan harga pesaing (4) meningkatkan promosi digital melalui media sosial dan e-commerce; serta (5) melakukan diversifikasi saluran distribusi salah satunya membangun kemitraan dengan toko oleh-oleh dan pasar modern. Hasil FGD ini menjadi dasar penyusunan business plan UMKM Radja Nanas dan menjadi landasan penting dalam merancang intervensi tahap berikutnya.
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