STRATEGI BERSAING LEMANG BATOK KOTA PEMATANG SIANTAR
Main Article Content
Ben Setiawan
Siska Yulianita Lubis
Fardhoni
Jopinus Saragih
Hendri Mayanta Tarigan
Penelitian ini bertujuan untuk mengetahui bagaimana Strategi Bersaing Lemang Batok Kota Pematang Siantar.. Dengan dasar penelitian Kualiatif dengan teknik pengumpulan data menggunakan wawancara. Hasil penelitian menunjukkan bahwa Penelitian ini dengan jelas menunjukan bagaimana strategi bersaing yang dilakukan oleh pihak Lemang Batok Pematang Siantar, dimana straegi pemasaran yang digunakan selain merek dagang yang memiliki nama besar dan Lokasi yang strategis perluasan pasar juga dilakukan melalui pemsaran digital marketing dengan alat pemasaran nya yakni Media sosial facebook dan memang dilakukan hingga saat ini dan memiliki pengaruh dalam penjualan serta menjaga persaingan dengan produk lain.Setalah dilakukan nya strategi bersaing dalam pemasaranya dari hasi analisis SWOT. Pada posisi kuadran I, yaitu faktor internal dan eksternal positif menunjukkan bahwa penjualan yang di pengaruhi strategi bersaing dengan keunggulan merek, produk bepeluang lebih besar dibandingkan ancaman, dan kekuatan relatif unggul dibandingkan kelemahan. Pada posisi ini, kemampuan yang dimiliki dalam strategi bersaing dalam menghadapi ancaman dan kelemahan bisa diatasi dengan baik oleh pemilik usaha lemang batok dengan keunggulan dan peluang yang dimiliki. Hal ini juga ternyata mendapatkan nilai yang postif (+) bagi perkembangan usaha dengan pemasaran yang diterapkan saat ini, artinya bahwa analisis yang dilakukan mengenai pemasaran dalam strategi bersaing saat ini bisa diterapkan dengan baik oleh pemilik Lemang Batok Pematang Siantar.
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