Strategi Pemasaran untuk Meningkatkan Penjualan Produk
Abstract
Tujuan penelitian ini adalah untuk memahami strategi yang tepat dengan metode literature review dalam menangani dua kejadian yang terjadi dalam menjalankan usaha. Pertama produk tidak terjual dipasar karena pasar tidak merespon produk yang ditawarkan atau produk tersebut kalah bersaing dan kedua permintaan produk meningkat, tetapi produk tidak terpenuhi karena kapasitas terbatas. Oleh karena itu, diperlukan strategi untuk meningkatkan penjualan dalam mempertahankan konsumen ketika permintaan menurun atau meningkat. Belum adanya penelitian yang membahas kedua kejadian tersebut secara bersamaan, maka penelitian ini fokus pada strategi untuk mengatasi kedua kejadian tersebut. Metode yang digunakan pada penelitian ini dengan mengidentifikasi teknik life cycle product didukung dengan teknik mix marketing. Hasil dari penelitian memperlihatkan bahwa terdapat strategi mengelola usaha untuk mampu bertahan lama, seperti memberikan potongan harga atau pelayanan khusus agar konsumen bersedia menunggu ketika kapasitas penjualan sedang meningkat. Hasil penelitian ini diharapakan dapat menjadi panduan untuk menjadi strategi bagi umkm baru atau umkm yang sudah berjalan karena tidak selamanya usaha tersebut berjalan dengan sempurna.
Kata Kunci: Kapasitas, Life Cycle Product, Mix Marketing
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