Analysis of Market Challenges and Opportunities in Determining Marketing Strategy in MSME Kerupuk Bangreng Arosyid

Authors

  • Jaja universitas sebelas april sumedang
  • Anindya Putri Syahla universitas sebelas april sumedang
  • Iis Sri Wasiat universitas sebelas april sumedang
  • Rizki Purnama universitas sebelas april sumedang
  • Yurinda Nurulhaliza Fattimatuzahra Putri universitas sebelas april sumedang
  • Anggi Septiani Putri universitas sebelas april sumedang

Keywords:

Bangreng Crackers, Market Analysis, Marketing Strategy, Small and Medium Enterprises (MSME), Opportunities, Challenges

Abstract

The study discusses the analysis of market challenges and opportunities in determining marketing strategies in UMKM Kerupuk Bangreng Arosyid in Sumedang. This study focuses on the great potential of the cracker industry in Indonesia, especially kerupuk bangreng which is a typical souvenir from Sumedang. This study highlights UMKM Kerupuk Bangreng Arosyid which has been operating since 2012, but faces several challenges such as tight competition, limited resources, and limited marketing. It aims to identify and analyze the challenges faced by producers of kerupuk bangreng Arosyid, evaluate the impact of competition on sales, identify opportunities to improve marketing, and analyze the role of government and communities in business development.

Downloads

Published

2025-04-30

Issue

Vol. 5 No. 1 (2025): Jurnal Pengabdian FEB UNSAP

Section

Articles