Marketing Strategy for Convection Products in BUMDes Karunia Cemerlang Cinangneng Bogor
DOI:
https://doi.org/10.62710/x9hrnt90Keywords:
Bumdes, Marketing Strategy, Convection, SWOTAbstract
The promotion of sustainable rural economic development increasingly depends on local institutions that can effectively harness village resources for productive economic activities. In Indonesia, Village-Owned Enterprises (Badan Usaha Milik Desa or BUMDes) have emerged as an important institutional mechanism for supporting this process. This study aims to analyze internal and external marketing factors and formulate an appropriate marketing strategy for the convection business unit at BUMDes Karunia Cemerlang in Cinangneng Village, Bogor Regency. A qualitative descriptive method with a strategic management approach was employed, utilizing Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), Internal-External (IE) Matrix, and SWOT Analysis. Data were gathered through observation, in-depth interviews, and documentation between July and December 2025. The results revealed an IFE total score of 2.75 and an EFE total score of 2.72, placing the organization in Cell V of the IE Matrix, which dictates a 'Hold and Maintain' strategy. Key recommendations focus on optimizing digital marketing, strengthening product branding, expanding institutional partnerships with local schools and agencies, and enhancing production efficiency to ensure long-term business sustainability.
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