Analysis of BINA KARYA Onion Chips MSMEs on Marketing Aspects in Business Feasibility Studies

Abstract

This study is on the market and marketing aspects of Micro, Small, and Medium Enterprises (MSMEs) BINA KARYA Onion Chips with the aim of understanding the size, structure, and market opportunities that can be utilized. The analysis shows a significant share of onion chips as a favorite snack for the community, and the marketing strategy developed involves a marketing mix, focusing on superior products with various flavors, affordable prices, production locations at the business owner's home, and online and offline promotions. Friendly service and an emphasis on product quality are the focus of sales, while brand development strategies are identified as key to facing tight market competition. Constraints such as the availability of raw materials and business regulations are of particular concern, while adaptation to market dynamics and online marketing strategies are recognized as key factors. Using descriptive qualitative methods through interviews, observations, and data analysis, this study provides a comprehensive picture of the marketing aspects of MSMEs Onion Chips, highlights the challenges and opportunities faced, and provides valuable insights for MSMEs to achieve sustainability and success in a dynamic business environment