GCBME 2019 Conference

SWOT Analysis of Marketing Strategy in Small Green Enterprises: A Study in Heejou Enterprise
Fatimah Abdillah1, Gatot Wijayanto2, Ira Dwi Mayangsari3

1Sekolah Tinggi Ilmu Ekonomi Pandu Madania, Bogor, Indonesia
2Universitas Riau, Indonesia
3Telkom University, Bandung, Indonesia


Competition is a big challenge for small and medium enterprises in Indonesia, including Heejou enterprise. Green products through creating strong and durable bags become the main purpose of the Heejou brand. The appropriate marketing strategy is an important part to support enterprises compete and survive in the market. This descriptive study aims to provide realistic details of the performance from small businesses with green products using SWOT analysis, internal and external factors, and QSPM analysis to show quantitatively. The results of this study indicate that the Heejou brand has the best opportunity to develop better by maintaining business membership under the industry and trade government services. Furthermore, Heejous ability to produce affordable products and good cooperation with distributors has the same contribution power for Heejou growth. The main threat comes from the availability and price of raw materials that impact on prices and the existence of low prices competing for products with attractive design. The maintaining of quality pictures for promotional needs is a strength and the low target markets interest in the price of Heejou products is a weakness. Heejous marketing strategy consists of continuing a good relationship with distributors, intensive promotions, increase the number of branches, sponsorships, and special event promotions.

Keywords: Green product, Small Enterprise, SWOT Analysis, Marketing Strategy

Topic: Marketing Management

Link: https://ifory.id/abstract-plain/NQbCW6kBDG3t

Web Format | Corresponding Author (Fatimah Abdillah)