Detail Jurnal Penelitian

 Abstract: The purpose of this study is to analyze marketing strategies for increasing product sales at CV. Kasih Sayang for SMIs in the city of Makassar. This type of research is qualitative research. The data sources of this research are primary and secondary data sources. Data collection techniques used in this study were interviews, observation, and documentation. The data analysis technique used in this study was the data collection stage and the analysis phase using a qualitative descriptive analysis method, namely IFAS, EFAS, and SWOT analysis. The results of the study show that the current marketing strategy is direct marketing and indirect marketing. The results of the company's internal factor analysis using the IFE matrix, the company's main strength is a better taste of the products it produces (score 0.80). The main weakness possessed by CV. Kasih Sayang The interest of SMIs is less innovative packaging design and form (score 0.17). A total score below 2.5 indicates the company's internal position is weak in overcoming existing weaknesses with its strengths. The results of the SWOT analysis produce 12 alternative strategies that can be chosen by companies, namely maintaining product taste and also increasing customer satisfaction and loyalty, maintaining and increasing collaboration with potential partners to increase market share, and maximizing the attractiveness displayed at sales outlets through product variants at low prices. compete, develop thevattractiveness ofimore innovative product packaging so thatiit is increasingly in demand by consumers and has aniimage among entrepreneurs, given the amount of production produced so that products that exceed the shelf life limits are notiwasted , improve the quality of the resulting chocolate concentration soithat theiresulting product form canilast accordance with the shelf life, Maintaining the consistency of theiquality ofichocolate productsiso thatithey canicompete with similar competing products, Maintaining good cooperation with various partners soithat theicompany's activitiesiin theiaspects ofimarketing, production, etc. thinningidue toiscarcity ofiraw materialsiand anticipatingithe emergenceiof newicompetitors, maximizingithe packaging power ofiproduct packagingiso thatiit remainsiin demandiby consumersiand ableito competeiwith similar products, maximizing provisionsion quantityiand production yields soithat productsithat reachithe limitiof durabilityiare notiwasted andiregulates conditionsifor useiraw materials wisely to anticipate the scarcity ofiraw materials and rising raw materials prices. 

 Kata Kunci: Marketing Strategies, Marketing Mix, SWOT