BRANDING STRATEGY PERUSAHAAN BAKPIA DI DAERAH ISTIMEWA YOGYAKARTA

Abstract

Bakpia industry is one of the industries that contribute greatly in the development of the community
economy. This is due to the number of bakpia companies, absorbed labor, and investment in this
industry is large. There are 126 bakpia companies operating, 878 absorbed workers, and
investment value is Rp 887,251,000,000.00. Brand as one of the most important aspect in the
business, that necessary to do a good strategy study for the sustainability of the good business. The
aim of the study is find how to determine branding strategy of bakpia industry in Daerah Istimewa
Yogyakarta (DIY). This study use SWOT analysis method with strategy of priority. In this research
there are 14 respondents (13 owner and one manager) from 14 companies. Based on the analysis, it
was found that six companies (rank 8-14) focused on defensive strategy (WT Strategy), which is
branding strategy done by analyzing the deficiencies and challenges of the company in order to be
alert to the competition. One company (ranked 7) focused on a conservative strategy (WO
Strategy), which is a branding strategy that is done by analyzing how to overcome weaknesses, so
as not to waste the opportunities that exist. Six companies (ranked 1-6) focus more on aggressive
strategies (SO Strategy), which are strategies utilizing the power to take advantage of existing
opportunities.
Keywords : Industry of bakpia, brand strategy, SWOT analysis