ANALISIS STRATEGI PEMASARAN KUE PANCONG DI JAKARTA

Indonesia is one of the countries in the world that has very rich natural wealth and cultural diversity from Sabang to Merauke with different ethnic, tribal, and social life backgrounds. Traditional foods is one of the products of cultural variety in Indonesia. Indonesia also have many various beautiful traditional foods of which are supported by the diversity of food material. Hundreds of ethnic groups scattered almost in thousands of islands have their own regional specialties. So it is appropriate to state that Indonesian cuisine is an invaluable wealth. Jakarta is outstanding with typical food of betawi, rich in taste, where people betawi style is an aboriginal tribes of the area. But with the increasing number of modern food appears , so the level of consumption of against some traditional foods being declined. Marketing strategy is the process of recognizing markets, research needs markets, and develop products, price, and promotion. Marketing strategies aims to attract and retain customers by offering products for the customers interest. One of indicators marketing strategies is marketing mix.  Marketing mix is a plan, implement, and regulate the main objective of marketing and strategies an organization. This research has objective to: got an overview of marketing strategies to increase the competitiveness of , and to know how effective the implementation of marketing strategies that has been carried out. The research was conducted in jakarta .With research methodology IFAS, EFAS, SWOT, and Diagram Cartesius. A research on the seller of kue pancong in jakarta the results strategy must be applied in the condition of the seller now is using the power to minimize threat long-term by means of diversification strategy products. The proper strategy in Diversification Strategy The product to can be used in this research is Concentric Diversification, which is at the result of a crossing of Strength and Threat. The results of this research that the threat is very influential in the strategy of selling kue pancong in Jakarta. And an alternative strategy is needed to help sell kue pancong in Jakarta.