Analysis of Marketing Strategies in Brown Sugar SMEs with Marketing Mix (4P) and Quality Function Deployment (QFD) Methods

In this study the results of SMEs production are brown sugar. In conducting its business, SMEs face various obstacles including brown sugar, which is a new product, increasingly fierce competition. The purpose of this study is to determine the proposed strategy to increase sales of brown sugar products is a Marketing Mix / 4P and QFD. The results of the study using the QFD method show what steps SMEs must take based on the interest of the customer and the results of the analysis of improvements using 4P produce proposed improvements for each variable. Based on the results of the analysis it can be concluded that the proposed improvement that must be done by SMEs is to pay attention to color and differentiate during the production process, the distinctive aroma of sugar cane, sugar texture, cleanliness, slightly below market prices and have a sales person offering brown sugar products.