Strategi Pemasaran Nutritional Heritage: Transformasi UMKM ‘‘Salmontok‘‘ Berbasis Ekonomi Sirkular Menuju Pasar Premium
DOI:
https://doi.org/10.59188/jurnalsostech.v6i2.32711Keywords:
Strategi Pemasaran, UMKM, Ekonomi Sirkular, Kulit Ikan Salmon, Hybrid ChannelAbstract
Pergeseran pola konsumsi masyarakat menuju gaya hidup sehat dan berkelanjutan membuka peluang besar bagi produk pangan fungsional. Penelitian ini bertujuan untuk merumuskan strategi pemasaran komprehensif bagi Salmontok, sebuah UMKM pengolah limbah kulit ikan salmon di Bali, dalam melakukan transisi dari skala mikro ke pasar premium. Menggunakan kerangka kerja STP (Segmenting, Targeting, Positioning) dan bauran pemasaran 4P, artikel ini menganalisis bagaimana integrasi nilai ekonomi sirkular dan manfaat nutrisi fungsional dapat menjadi keunggulan kompetitif. Penelitian ini bertujuan untuk merumuskan strategi pengembangan usaha Salmontok dalam jangka waktu 3–5 tahun, dengan fokus pada penguatan struktur pemasaran dan perluasan jangkauan pasar secara terstruktur. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan jenis penelitian terapan (applied research). Metode studi kasus digunakan untuk menganalisis dinamika internal dan eksternal melalui wawancara, observasi, survei terhadap lebih dari 100 responden, serta analisis matriks SWOT dan TOWS. Hasil penelitian menunjukkan bahwa produk Salmontok dinilai sangat layak secara pasar (Market Viable) dengan minat beli ulang yang tinggi dan ceruk pasar yang jelas di kalangan konsumen health-conscious dan wisatawan. Strategi utama yang dirumuskan meliputi transformasi kapasitas produksi melalui mekanisasi dan implementasi strategi pemasaran Hybrid Channel (kombinasi digital dan offline premium).Salmontok perlu memposisikan diri sebagai "Nutritional Heritage Snack" untuk meningkatkan nilai tawar produk. Investasi strategis sebesar Rp850 juta dengan alokasi anggaran pemasaran sebesar 21% diproyeksikan mampu mengatasi kendala operasional, memperluas distribusi nasional di 8 kota besar, serta menjamin keberlanjutan bisnis berbasis potensi lokal.
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