STRATEGI PEMASARAN UNTUK MEMULIHKAN PENJUALAN PASCA COVID 19 PADA USAHA GULA AREN DI MEDAS TAMAN SARI LOMBOK BARAT

Abstract

SMEs have developed a lot in West Lombok district with various types of products produced. One of them is the palm sugar product craft industry in the Medas area of ​​Taman Sari Village, West Lombok. This production center has been developing for a long time and its expertise has been passed down from generation to generation, so that most people's livelihoods are in this industry. The constraints faced by palm sugar business actors are related to marketing management problems. Management capability is needed when the marketing environment continues to move dynamically and is different from the previous climate, so that adaptation must continue to be made by the company. This service is aimed at businesses in the palm sugar industry in Medas who are experiencing sluggish sales. This activity emphasizes knowledge sharing about marketing, with the hope that it will further strengthen their understanding in response to a chaotic environment and competitive setting. Submission of material in extension activities at this production center by providing material on the importance of marketing planning, as well as marketing knowledge and techniques. In addition, the presentation of the material will also be accompanied by discussion. The resource person is the Community Service Proposal Team (PPM) of the Faculty of Economics and Business, University of Mataram. Partner problems include: (1) changes in the marketing environment and competitive settings, and (2) business people are not used to responding quickly to changes/environmental dynamics. Thus the solutions offered are: (1) providing counseling about the importance of marketing planning, and (2) providing counseling about marketing knowledge and techniques. The activity was carried out in July 2022 with counseling, question and answer and discussion methods. The number of activity participants was 15 people consisting of palm sugar business actors, in Medas Taman Sari Village. The activity process ran smoothly and conducively, the extension materials were relevant to current problems and needs. Many questions or problems were raised by participants, which were sometimes answered by other participants, so that the process of this activity was very participatory. Activities like this need to be continued in the future with relevant topics to help increase community knowledge in managing their business.